Ortega® Declares May 6 "Seis de Mayo," a New National Holiday to Keep the Fiesta Going

Rhea-AI Summary

Ortega (NYSE:BGS) declared May 6 as Seis de Mayo, a new annual holiday to extend Cinco de Mayo celebrations. The brand will launch the inaugural event in Chicago on May 6 with taco truck pop-ups, appearances by brand character Brotega, and a limited-time Chicago Taco Dog.

Ortega will promote The Seis 50 digital recipe series and run a buy-one-get-one-free retail promotion May 5–6, 2026.

News Market Reaction – BGS

+1.30%

+1.30% Session close to close

In the Apr 28 session, BGS gained 1.30%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights a marketing-focused initiative for Ortega, introducing the annual Seis ...

Analysis

This announcement highlights a marketing-focused initiative for Ortega, introducing the annual Seis de Mayo celebration and new products like the Chicago Taco Dog. It builds on B&G Foods’ broader portfolio reshaping and brand investment seen in recent acquisitions and divestitures. Investors may watch how such campaigns translate into incremental sales across The Seis 50 recipes and May 5–6 promotions, alongside capital allocation decisions under the existing $800 million shelf registration.

Key Figures

Breakfast tacos giveaway: 750 tacos Evening Taco Dog samples: 1,250 people The Seis 50: 50 states +5 more

8 metrics

Breakfast tacos giveaway 750 tacos First 750 commuters at Pioneer Court on May 6, 2026

Evening Taco Dog samples 1,250 people Chicago Taco Dog tasting in Wrigleyville on May 6, 2026

The Seis 50 50 states Digital recipe series featuring tacos inspired by all 50 states

Promo dates May 5–6, 2026 Buy one, get one free promotion on select Ortega products

Current share price $5.405 Pre-news price, up 0.93% in the last 24 hours

Shelf registration amount $800 million Form S-3 universal shelf capacity filed August 4, 2025

52-week high $7.05 Pre-news 52-week high for BGS shares

52-week low $3.67 Pre-news 52-week low for BGS shares

Historical Context

5 past events · Latest: Mar 19 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Mar 19	Brand acquisition	Positive	-2.0%	Completed $110M acquisition of College Inn and Kitchen Basics broth brands.
Mar 19	Asset sale news	Neutral	-2.0%	Del Monte asset sales including transfer of broth and stock brands to BGS.
Mar 03	Earnings results	Positive	+16.2%	Reported FY2025 results and FY2026 guidance with Q4 adjusted EPS of $0.28.
Mar 02	Dividend declaration	Positive	-2.5%	Declared $0.19 quarterly dividend, 86th consecutive since 2004 IPO.
Mar 02	Brand divestiture	Neutral	-2.5%	Sold Green Giant U.S. frozen line to Seneca to refocus and reduce debt.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent BGS news has produced mixed reactions: earnings drew a strong positive move, while acquisition, divestiture, and dividend headlines coincided with modest declines.

Recent Company History

Over the past few months, B&G Foods has reported several material developments. On March 3, 2026, FY2025 results and FY2026 guidance prompted a 16.24% gain, showing investors responded favorably to the earnings update. Around March 2–19, 2026, the company announced the sale of its Green Giant U.S. frozen line and the acquisition of the College Inn and Kitchen Basics broth and stock brands for about $110 million, yet shares fell roughly 2–2.5% on these portfolio moves and the regular dividend declaration. Today’s Ortega brand campaign fits into this broader repositioning and marketing push across the portfolio.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Iconic Mexican food brand launches first-ever "Seis de Mayo" celebration in Chicago with taco truck pop-ups and appearance by new brand character, Brotega

PARSIPPANY, N.J., April 28, 2026 /PRNewswire/ -- Ortega, a leading brand of Mexican food products, including the number-one-selling brand of taco sauce in the United States, is giving taco lovers a bold new reason to celebrate, officially declaring May 6 as "Seis de Mayo," a new annual holiday dedicated to extending Cinco de Mayo celebrations.

While most brands go quiet after May 5, the Ortega brand is turning the day after into a full-blown fiesta encouraging consumers to keep the celebration going with family and friends. Seis de Mayo builds on the brand's belief that great food moments are driven by bold flavor, creativity and bringing people together through Mexican-American food culture any day of the week.

"Every brand shows up for Cinco de Mayo, but the energy disappears just as fast," said Ellen Schum, EVP, B&G Foods. "Seis de Mayo is about turning the day after into something worth celebrating and proving the fiesta doesn't have to stop."

Leading the charge is Brotega — the Ortega brand's larger-than-life brand character.

Ortega Kicks Off the First-Ever Seis de Mayo in Chicago

To launch the inaugural Seis de Mayo, the Ortega brand is taking over Chicago on May 6 with taco truck pop-ups at two locations:

• 5:30–10:30 a.m., Pioneer Court (401 N. Michigan Ave): Breakfast tacos for the first 750 morning commuters and early risers
• 4–7 p.m., Wrigleyville (Clark and Sheffield intersection): First taste of the Chicago Taco Dog for up to 1,250 people before the first pitch

Both stops will feature appearances by Brotega who will be greeting fans, posing for photos and bringing unstoppable fiesta energy. Fans will also get a first taste of the Chicago Taco Dog, a limited-time mashup created in collaboration with Food Network Celebrity Chef Kelsey Murphy.

The Chicago Taco Dog reimagines the classic Chicago dog through a taco-inspired lens: a Chicago-style hot dog with all the traditional fixings, tucked inside an Ortega taco shell and topped with Ortega taco sauce. But don't worry, the recipe remains true to the most sacred of Chicago traditions: no ketchup.

"Chicago is the perfect place to launch Seis de Mayo," said Schum. "It's a city that knows how to show up for food, sports and a good time. From breakfast tacos downtown to the debut of the Chicago Taco Dog in Wrigleyville, we're giving fans a taste of what this new holiday is all about."

Bringing the Fiesta Home

The Chicago Taco Dog is the first expression of the Ortega brand's upcoming digital recipe inspiration, The Seis 50. With Illinois' Chicago Taco Dog leading the way, The Seis 50 will feature tacos inspired by iconic American dishes from all 50 states so consumers across the country can keep the fiesta going at home and turn any meal into a taco-filled celebration. To make it easy to participate, the Ortega brand will offer a buy one, get one free promotion on select products May 5-6, 2026, at participating retailers.

Fans can share their celebrations using #SeisDeMayo and follow along with @ortegataco and @brotegataco on social media.

Seis de Mayo will return as an annual May 6 holiday to continue the celebration. Because every day is taco day.

About B&G Foods
Based in Parsippany, New Jersey, B&G Foods, Inc. (NYSE: BGS) and its subsidiaries manufacture, sell and distribute high-quality, branded shelf-stable and frozen foods across the United States, Canada and Puerto Rico. With B&G Foods' diverse portfolio of more than 50 brands you know and love, including B&G, B&M, Bear Creek, College Inn, Cream of Wheat, Crisco, Dash, Green Giant, Kitchen Basics, Las Palmas, Mama Mary's, Maple Grove Farms, New York Style, Ortega, Polaner, Spice Islands and Victoria, there's a little something for everyone. For more information about B&G Foods and its brands, please visit www.bgfoods.com.

About Ortega
Since 1897, Ortega has offered distinctive Mexican foods inspired by Mama Ortega's passion for cooking. Today, Ortega makes America's number-one-selling taco sauce, along with great-tasting taco shells, tortillas, salsas, seasonings, dinner kits, refried beans, and chile peppers. For more information about Ortega products and recipes, please visit www.ortega.com.

About SCHAFER CONDON CARTER (SCC)
Founded in 1989, SCC is an independent creative agency that delivers a full array of business and brand-building services to its clients, including a full-service media offering. Headquartered in Chicago's Fulton Market neighborhood, SCC is a challenger agency built for challenger brands. Seis de Mayo was developed in partnership with SCC and represents the latest evolution of Ortega's "Now It's a Fiesta" platform, which first launched nationally in January 2026, building on earlier campaign work and expanding the idea into a cultural activation. For more information about SCC, visit www.SchaferCondonCarter.com.

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SOURCE Ortega

FAQ

What is Ortega announcing for May 6, 2026 and why does it matter for BGS shareholders?

Ortega declared May 6 as Seis de Mayo, an annual marketing holiday to extend Cinco de Mayo energy. According to the company, the campaign includes Chicago pop-ups, a new brand character appearance, and a national recipe series aimed at boosting brand engagement and retail promotions.

Where and when will Ortega (BGS) hold the first Seis de Mayo events in Chicago?

Ortega will host two taco truck pop-ups in Chicago on May 6, 2026: Pioneer Court at 5:30–10:30 a.m. and Wrigleyville at 4–7 p.m. According to the company, both stops include Brotega appearances and limited free food for early attendees.

What is the Chicago Taco Dog and who collaborated on it for Ortega's Seis de Mayo?

The Chicago Taco Dog is a Chicago-style hot dog inside an Ortega taco shell topped with Ortega taco sauce. According to the company, the limited-time mashup was created with Food Network chef Kelsey Murphy and follows Chicago's no-ketchup tradition.

What retail promotion will Ortega run for Seis de Mayo and when does it apply?

Ortega will offer a buy one, get one free promotion on select products at participating retailers on May 5–6, 2026. According to the company, this retail offer is designed to make it easy for consumers to try Seis 50 recipes at home.

What is The Seis 50 and how will Ortega (BGS) use it to engage consumers?

The Seis 50 is a digital recipe series featuring taco takes on iconic American dishes from all 50 states. According to the company, it will provide recipe inspiration tied to Seis de Mayo and encourage at-home participation and social sharing with #SeisDeMayo.

How can fans follow Ortega's Seis de Mayo events and share participation online?

Fans can follow Ortega and Brotega on social media and share celebrations with #SeisDeMayo. According to the company, official handles include @ortegataco and @brotegataco where event details, recipes, and promotional information will be posted.