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Heritage Grocers Group
Heritage Grocers Group, one of the leading Hispanic food retailers in the country, announced its portfolio of companies including Cardenas Markets, El Rancho Supermercado, and Tony’s Fresh Market has officially kicked off a series of initiatives to celebrate Hispanic Heritage Month, which takes place now through October 15. Heritage banner companies are celebrating Hispanic Heritage Month with activities honoring Hispanic culture and traditions. This year, the Cardenas Markets Foundation’s 20th Annual Fundraising Golf Tournament, held on September 16th, raised over US$900,000 for local charities and scholarships for students in Cardenas Markets’ communities. The foundation also partnered with the American Heart Association to launch the R.Á.P.I.D.O. campaign, raising awareness about stroke symptoms, and committed US$25,000 to local food banks. Throughout the month, Heritage banners are sharing authentic Hispanic recipes, offering promotions through loyalty programs, and hosting sweepstakes with prizes like Weber Gas Grills and gift cards.
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Stellantis
Stellantis has announced that it is reviewing its creative agency assignments for its Dodge, Ram, Chrysler, Alfa Romeo, and Fiat brands in the U.S., as reported by MediaPost. Raj Register, who became Stellantis’s U.S. Chief Marketing Officer earlier this year, stated, “As a standard practice, we review our agencies when the timing is appropriate. Generally, we do not adhere to a ‘one agency fits all’ approach, allowing interested agencies to compete for creative opportunities across our U.S. brands.” Current agencies include Omnicom’s GSD&M and Stagwell’s Doner. Register oversees North American marketing, media, and analytics, with her June appointment coinciding with a departmental restructuring aimed at centralized decision-making to foster a results-driven culture. This restructuring aligns with Stellantis’s plans to introduce a range of electric vehicles in the U.S. Agency assignments for Jeep are currently unaffected by this review. In 2023, Stellantis invested US$377 million in advertising media spending in the United States.
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The National Pork Board
After a formal review, the National Pork Board has selected BarkleyOKRP as its new agency of record. The partnership will focus on a comprehensive marketing approach, utilizing various brand and marketing strategies to promote pork. As the board’s primary consumer marketing agency, BarkleyOKRP will create strategies and campaigns to increase pork consumption among younger Americans, enhance awareness of its diverse flavors, and showcase different cooking methods. The agency’s first creative campaign for the National Pork Board is set to debut in Q1, 2025. In 2023, the National Pork Board (NPB) allocated over US$18 million to domestic marketing initiatives to increase pork demand. These efforts included consumer campaigns targeting specific demographic groups and promoting pork’s flavor, nutrition, and versatility. Additionally, the NPB continues to invest in international market development, with U.S. pork exports surpassing $8.1 billion in value last year.
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Volkswagen of America, Inc.
Volkswagen of America, Inc. announced that VW part number 00010 ZDK-259-101, VW Gewürz Ketchup Brand, a condiment used to dress VW currywurst, will be available in the U.S. for a limited time. The public can claim their very own bottle, distributed through DriverGear, starting today at no cost while supplies last. Volkswagen, known for its iconic cars, has produced currywurst sausages and currywurst sauce for its German plant employees since 1973. The currywurst recipe, developed by Volkswagen-employed chefs, is a closely guarded secret. This sausage often served with the VW currywurst sauce, inspired the company to start producing the condiment in 1996. As part of its 75th anniversary celebration in America, Volkswagen is spotlighting fan stories, including Jamie Orr, who has long brought VW currywurst sauce back to the U.S. as a souvenir. VW is now offering a limited supply of condiments for American fans to enjoy. The public can also taste the condiment when it makes a special appearance at ChainFEST, the world’s premier gourmet chain food festival in Los Angeles, on Oct. 5, 2024.
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Mondelēz International
Mondelēz International announced the launch of a new platform designed to improve its global marketing capabilities while optimizing consumer experiences through expanded use of artificial intelligence (AI) and generative AI (gen AI). Working in collaboration with Accenture and Publicis Groupe, the company’s new platform will enable faster, more efficient creation of personalized text, images, and videos—helping the company’s brands stay a step ahead of rapidly changing consumer tastes and interests. Building on its long partnership with Mondelēz, Accenture established a strong digital core enabling the company to collect and process real-time data—using gen AI to create new, contextualized insights—that can be easily accessed, shared, and used by decision-makers across the company. Going forward, Accenture will help scale and activate this platform through employee training and adoption strategies. Publicis Groupe will be responsible for leading execution and building the gen AI foundation that will power creative assets. Both organizations will work closely with Mondelēz marketing teams to realize the vision of redefining consumer goods marketing. The platform will be developed with leading design principles within a responsible AI framework designed to ensure ethical and legally compliant use.
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Nourish
Nourish, the food as medicine platform, launched its inaugural TV advertising campaign featuring U.S. women’s soccer star and Nourish angel investor Alex Morgan, who announced her retirement from the sport earlier this month. The campaign highlights Morgan’s experiences with her dietitian throughout her athletic career and pregnancy. This marks Nourish’s debut in streaming TV advertising with four TV ads featuring Morgan, along with three other creatives.The campaign highlights that registered dietitians (RDs) are valuable for anyone seeking personalized nutritional guidance, not just athletes. In the spots, Morgan shares how Nourish connects people with dietitians to build healthy habits and understand nutrition better. Nourish’s Food as medicine program offers a comprehensive wellness approach, combining personalized RD visits, medically-tailored meal delivery, and an innovative mobile app. With thousands of practicing dietitians in its network, Nourish provides accessible, expert nutrition support, matching patients with insurance-covered RDs. Services are offered at $0 out-of-pocket for 94% of patients, empowering people to manage chronic conditions and improve overall health. The ads begin airing September 30th on a variety of streaming TV networks including CNN, Hulu, Scripps, and more. All the ads from the campaign can be viewed on Nourish’s YouTube channel.
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Adidas
Adidas unveils the next chapter of its brand campaign as it continues its ambition to help athletes at all levels to disarm negative pressure in sports. Featuring iconic athletes Patrick Mahomes, Aliyah Boston, and Anthony Edwards, the campaign amplifies the importance of self-belief, showcasing how those at the top of their game channel it to encourage the next generation of athletes to follow suit. Through a series of dynamic scenes, against the soundtrack of Queen ft. David Bowie’s iconic Under Pressure, the newest iteration of the “You Got This” campaign films features Mahomes, Boston, and Edwards offering words of encouragement to young athletes in pressure-packed game moments. The commercials, directed by Derek Cianfrance, use a playful device of paper basketball and football games to convey the message that pressure can be a motivating force rather than a stumbling block. The commercial featuring Mahomes debuted Sep. 23, while the campaign commercials featuring Boston and Edwards will be unveiled later this month.
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Verizon
FIFA named Verizon the Official Telecommunication Services Sponsor for the FIFA World Cup 26™ in Canada, Mexico, and the U.S., as well as a Tournament Supporter in the U.S. for the FIFA Women’s World Cup 2027™. Building on Verizon’s reputation as the go-to communications network partner of choice for sports and entertainment powerhouses, Verizon will now be powering future FIFA World Cup experiences for fans, players, media, and more. For the FIFA World Cup 26, Verizon’s connectivity services will play a vital role across stadiums, official sites, and various parts of the tournament operations, in what is the first-ever deal between the two organizations. As an Official Tournament Supporter for the FIFA Women’s World Cup 2027™ in the U.S., Verizon will bring experiences for fans leading up to, during, and after the games, including activations, unique giveaways, player meet-and-greets ahead of the tournament, and more. Find out more here!
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To find out about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].
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CashX /OPMX
CashXAI Inc. (“CashX”) and OPMX have signed an international agreement to install CashX Self-Service Financial Services Kiosks in approximately 500 supermarkets in California, Colorado, and Texas. This expansion will increase CashX’s network to 5,000 retailers in the U.S. and over 5,000 locations in Mexico and Latin America. Starting in October 2024, the installation will also include a rollout in Mexico, with plans for further expansion to more U.S. states and Latin American countries by early 2025, aiming for over 15,000 retail locations. The second phase will introduce next-generation kiosks featuring AI-driven retail marketing strategies. OPMX is a leader in the Latino pharmaceutical market in the U.S., connecting consumers with their cultural roots through brands that evoke trust. The company emphasizes quality and cultural relevance, aiming to provide innovative healthcare solutions for the Hispanic community.
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QDOBA
On September 20, in honor of National Queso Day, QDOBA introduced a new, limited-time offer: its spiciest queso yet, the Queso Apocalypto & Chips. This limited-time offering featured layers of bold flavors, including QDOBA’s Queso Diablo, fiery hot crunchies, salsa roja, habanero salsa, and pickled jalapeños. The spicy queso side was available for $5.95 at participating locations across the U.S., Canada, and Puerto Rico, for in-restaurant, online, and app orders. For those who preferred a milder option, QDOBA’s signature 3-Cheese Queso remained available. The promotion ended as supplies ran out, making it a fiery highlight of the food holiday. For more information about QDOBA and its flavorful, chef-crafted menu, please visit QDOBA.com.QDOBA is a fast-casual Mexican restaurant with over 750 locations in the U.S., Canada, and Puerto Rico, offering freshly prepared ingredients and customizable menu options like burritos, bowls, and tacos. The brand is expanding its franchise presence in key markets, including Arizona, Georgia, and Texas.
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Prudential Financial
Prudential Financial, Inc. has launched a pilot campaign aiming to support Hispanic Americans with retirement planning and other financial needs. Referred to as the Hispanic Market Campaign, it includes market certification training for Prudential Advisors financial professionals to help them better understand the unique and diverse needs within the Hispanic market, underpinned by Spanish-language advertising that debuted on Telemundo this summer during the Olympics and a bilingual experience on prudential.com that also offers visitors the option to connect with a Spanish-speaking advisor. The self-paced market certification program provides advisors with an understanding of the Hispanic market, equipping them with the cultural insights and practical marketing strategies needed to optimally support the financial journeys of Hispanic consumers. Advisors completing the program will gain access to unique tools, including customer leads via Prudential’s bilingual campaign landing page. Market certification is open to all Prudential Advisors financial professionals.
