Chicago-based V&V Supremo Foods is leaning into National Quesadilla Day — a holiday the company itself created in 2020 — with a retail and foodservice push centered on its Chihuahua® Brand Quesadilla Cheese, timed to September 25.
The campaign packages regional recipe content, social giveaways, and Instacart coupons (valid September 11–25) into a single activation designed to lift basket size at mass and grocery retail while reinforcing the brand's position in the foodservice supply chain. For c-store operators and foodservice buyers sourcing Mexican dairy for prepared-food programs, the timing underscores how specialty cheese suppliers are increasingly investing in consumer-facing occasion marketing to create downstream demand.
Regional Recipes as a Foodservice Prompt
Developed with social media chef Freddster, V&V Supremo's recipe slate draws on regional flavor cues: an al pastor build nodding to Southern barbecue traditions, a black-bean-and-mushroom combination pitched as a West Coast meatless option, and a lobster quesadilla representing East Coast seafood influence. The framing mirrors a broader trend in foodservice ingredient marketing — suppliers showing operators finished menu applications rather than raw specs, hoping to shorten the path from purchase consideration to menu placement.
For c-store foodservice directors running roller-grill or made-to-order programs, meltable quesadilla cheese is already a back-of-house staple. V&V Supremo's campaign gives category context: Chihuahua® Brand is positioned explicitly as a melt-first SKU, and the company's cheese-pull guidance — use a generous portion, let the quesadilla rest roughly four minutes before serving — translates directly to throughput and hold-time decisions on a hot-hold unit.
Retail and Digital Activation
On the retail side, Instacart coupons give major-account buyers a measurable lift vehicle through the promotion window. V&V Supremo products are available at major retailers nationwide, and the Instacart integration reflects the growing importance of digital promotions in driving trial for specialty and ethnic dairy SKUs — a segment that NACS data and broader grocery research consistently show over-indexes with younger, multicultural shoppers who also frequent convenience locations.
Founded in 1964 by Gilberto Villaseñor, Sr. and Ignacio Villaseñor, V&V Supremo bills itself as the oldest family-owned Hispanic cheese company in the United States. The company serves both retail and foodservice channels, making it a relevant vendor conversation for c-store chains building out Mexican-inspired prepared-food programs — a daypart that has grown steadily as operators look to capture lunch and late-night occasions from QSR competitors.
Giveaways featuring the brand's Gente Fina line run throughout September on the brand's social channels under @vvsupremo.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
