You are a marketing manager for Mondelez, and are exploring the possibility of introducing AmaYzing Salsa (AS), a combination mayonnaise and salsa sauce.  AS can be used as a salad dressing, a sandwich spread, a dip, or as a recipe ingredient.  It is guaranteed to add zing in any situation.  The plan is to introduce it initially in the southwestern United States, building on the local taste for salsa.

Question:

With regard to the number of marketing intermediaries, which strategy would you recommend for Mondelez, and why?  Where would you choose to make the product available? 

Choose an appropriate target demographic, explaining your rationale.  Then develop a concise creative strategy to appeal to your selected target.