Jose Lima helped put Casa Ole on the map from 1998-2001 and, even years later, people still remember these commercials directed by W. Ross Wells (now with Zenfilm). As the story goes, he was supposed to just sing the jingle "Casa Ole, fresh today," but he started playing around in between takes improvising adding "every day, Casa Ole..." The client and director liked the additional verse and added it into the music. Years later, Lima was getting a hard time from a nationally syndicated talk show host about these commercials and he defended them saying how much he loved doing them. Baseball fans in Houston loved him and so did the people at Casa Ole. Jose Lima died on May 23, 2010 at the age of 37. He will be missed.