UnidosUS, Papa John’s & More Brands Targeting the U.S. Consumer

UnidosUS, Papa John’s, and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • UnidosUS 

UnidosUS, one of the nation’s largest Latino civil rights and advocacy organizations, is partnering with the CDC to continue the Esperanza Hope for All program aimed at closing the vaccine gap among Latinos. As part of these efforts, just in time for National Immunization Awareness Month in August, UnidosUS is launching a new creative public education campaign—¿Y La Vacuna?, which aims to equip young Latinos to protect themselves and their families. The campaign includes a mobile marketing tour across multiple cities to bring information about the COVID-19 vaccines and boosters directly to Hispanic neighborhoods, as well as authentic influencer content that will resonate with the Latino audience and more. The campaign will encourage all Latinos to get vaccinated this year against the flu and COVID-19.UnidosUS’s ¿Y La Vacuna? campaign efforts include a Mobile Marketing Tour(unidosus.org/esperanzahopeforall), Content-Creator Engagement: UnidosUS will team up with a diverse range of Latino content creators (both on a micro and macro-level) to help bring to life the campaign and increase the impact of the messaging around COVID-19 and flu vaccines, as well as booster confidence and digital advertising: UnidosUS will boost its campaign through paid tactics to reach Latinos through digital platforms inclusive of video, audio, advertisements and social media.UnidosUS will boost its campaign through paid tactics to reach Latinos through digital platforms inclusive of video, audio, advertisements, and social media via Facebook, Instagram, YouTube, and TikTok. The campaign is aimed to last through 2023. Golin is the media agency behind this effort. Within the first two years of the UnidosUS Esperanza Hope for All program, CDC-funded UnidosUS Affiliates administered 578,000+ COVID-19 vaccinations and 66,000 flu vaccinations. With ¿Y La Vacuna? The campaign, UnidosUS is hoping to surpass these numbers in 2024, but also to generate awareness and trust among Latinos, as well as provide resources through educational materials to the community.  

  • Papa John’s

American pizza restaurant chain Papa John’s announced that it is reviewing its national marketing agencies to consolidate and optimize media and creative partner agencies that can help accelerate its analytics-led approach to marketing. Mark Shambura, the brand’s Chief Marketing Officer since May 2023, will lead the review process as part of a purview that includes oversight of advertising, media and field activation, menu strategy, product innovation, and digital customer experience. According to Shambura, the brand is looking for partners who will develop breakthrough strategy and creative work, while bringing a multicultural perspective.

 

  • Kia

Global media organization Newsweek announced the launch of Better Planet, a new content strategy focused on sustainability and a changing world. Better Planet will launch in partnership with Kia, which is undergoing a total transformation focused on becoming a leader in sustainable mobility by popularizing EVs and increasing the use of recyclable materials and clean energy in production. As part of this collaboration, Newsweek will publish Better Planet – a dedicated section within its website focused on green issues and providing readers with a comprehensive source of news, features, and insights into the world of sustainability. It will also be a featured cover story in the magazine edition. By leveraging its newsroom of expert journalists, thought leaders, and contributors, Newsweek aims to engage and educate its audience to build a community around inspiring stories and personalities driving our future and a better planet. Kia’s commitment to environmental stewardship is exemplified through its sustainability program, which encompasses electric vehicle manufacturing, renewable energy adoption, and eco-friendly manufacturing processes.

 

 

Portada LiveAt this exclusive event on Sept. 21, 2023, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on crucial topics, including multicultural marketing, e-commerce marketing, and leveraging marketing technologies. To find out about networking solutions at Portada Live involving many brand decision-makers, please contact Sales Coordinator Michelle Lopez at michelle@.portada-online.com.

 

  • LALIGA North America & Verizon 

LALIGA North America announced the renewal of a multi-year partnership with Verizon, exclusive to the United States. This multifaceted partnership will offer Verizon customers the chance to interact with one of the best soccer leagues in the world through coast-to-coast watch parties, once-in-a-lifetime experiences at LALIGA matches in Spain, and the LALIGA Summer Tour in the U.S., and other experiences with LALIGA players and Ambassadors.LALIGA and Verizon have been working together since 2019, with a clear focus on the opportunities associated with soccer in the U.S. and engaging with American soccer fans. To date, the partnership has allowed Verizon to leverage LALIGA’s massive fanbase in the region while giving LALIGA the opportunity to partner with a brand that really invests in sports. With this expanded, multi-year partnership, Verizon will continue to leverage LALIGA’s IP and access its audience. The continuation of the partnership will see the companies bring experiences to their customers and fans until the end of the 25/26 season. Verizon’s customers will be able to experience the game with exclusive access to live El Clásico watch parties where they can enjoy the passion of LALIGA and the best soccer in the world.  

  • Southeastern Grocers 

Southeastern Grocers Inc. (SEG), the parent company of Fresco y Más, Harveys Supermarket, and Winn-Dixie grocery stores, announced it has entered into definitive agreements with ALDI and Fresco Retail Group, LLC to effectuate a comprehensive strategic divestiture of its businesses. Under the proposed merger agreement, ALDI will acquire all outstanding SEG capital stock in an all-cash transaction, which encompasses all SEG grocery operations under the Winn-Dixie and Harveys Supermarket banners. This includes approximately 400 stores in Alabama, Georgia, Louisiana, Mississippi, and Florida where 75% of the stores are located. Following the completion of the sales process, ALDI will serve the customers and communities of Winn-Dixie and Harveys Supermarkets through the continued operation of the banners’ existing stores. The retailer will also evaluate which locations will convert to the ALDI format. For those stores that are not converted, ALDI intends for them to continue to operate as Winn-Dixie and Harveys Supermarket stores. Concurrently, SEG has agreed to divest its Fresco y Más operations. SEG anticipates that the sale of the Fresco y Más banner will be consummated in the first quarter of 2024. The Fresco y Más banner, including all 28 stores and four pharmacies, will be sold to Fresco Retail Group, LLC, an investment group strategically focused on food and grocery. Fresco Retail Group, LLC plans for all stores and pharmacies in the Fresco y Más banner to continue operating as they are present. The merger agreement has been approved by the holders of a majority of SEG’s outstanding shares, and the merger is expected to close in the first half of 2024, subject to regulatory approvals and customary closing conditions. SEG will continue to operate its respective banners and stores in the normal course of business up to and until the transactions are completed. RBC Capital Markets, LLC served as financial advisor to SEG.