Our Sales Leads column covers the latest initiatives from brands and media agencies. View past columns in the archives here.
CHECK OUT: Publicis – PepsiCo: Inside the pitchless account win
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Cadbury
Cadbury, which is licensed in the U.S. by The Hershey Company, is launching “There’s Magic in More,” a multiyear brand platform, through a collaboration with New York Fashion Week.The new campaign comes as The Hershey Company projects a 30% year-over-year increase in brand investment to fuel 2026 and 2027 growth. “We expect a 30% year-over-year increase in brand investment to support growth in both 2026 and 2027: a 30% increase in new innovation items versus the first half, including large, national-scale launches such as Hershey’s Creme Filled Bars; strong visibility into seasonal and tentpole programs with customers including Halloween and the Hershey Movie, ” President and CEO of The Hershey Company Kirk Tanner noted at the company’s second quarter earnings release. “We are activating new campaigns across several brands, including Cadbury, Payday, and FulFil, to strengthen consumer engagement and cultivate the same level of brand resonance we have built with Hershey this year,” Tanner added.
“We expect a 30% year-over-year increase in brand investment to support growth in both 2026 and 2027: a 30% increase in new innovation items versus the first half, including large, national-scale launches such as Hershey’s Creme Filled Bars; strong visibility into seasonal and tentpole programs with customers including Halloween and the Hershey Movie.”
To celebrate the launch of its new “There’s Magic in More” campaign, Cadbury is bringing that belief to New York Fashion Week through a collaboration with fashion designer LUAR, debuting a crystal-covered clutch designed to hold and share Cadbury XL Bars. The limited-edition accessory offers a delightfully unexpected first look at the brand’s largest U.S. campaign to date, a multi-year platform inspired by the idea that a little more thought, generosity and chocolate can transform everyday moments into something magical.
A hero spot and an episodic social comedy series accompany the activation. The campaign is set to run across linear TV, online and digital video, paid social, display and streaming platforms.
Throughout New York Fashion Week, the Cadbury Clutch will travel from the runway to some of the city’s most stylish moments, bringing a bit of Cadbury magic along with it. Cadbury, NYLON and LUAR are inviting fashion fans and chocolate lovers, alike, to discover how generosity can show up in unexpected places.- See it on the runway: The Cadbury Clutch will make its runway debut at LUAR’s Spring/Summer 2027 New York Fashion Week show on September 14. Cadbury CARAMELLO XL Bars will lead the New York Fashion Week activation, alongside DAIRY MILK XL, DAIRY MILK Fruit & Nut XL, CARAMELLO Sweetly Dark XL and CARAMELLO Miniatures.
- Spot it throughout Fashion Week: NYLON Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa will carry the Cadbury Clutch to the LUAR show, NYLON Nights and across New York throughout New York Fashion Week.
- Pay it forward: Through the Cadbury and NYLON Pay It Forward Sweepstakes, consumers can shine a spotlight on someone who gives a little more and share the story of how they brighten others’ lives. Two selected nominees will each receive a custom LUAR-designed Cadbury Clutch, with matching clutches awarded to the people who nominated them — celebrating both the inspiring individuals and the people who make sure their stories are recognized.
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Cole Haan
Cole Haan unveiled Comfortable Anywhere, its fall 2026 global brand campaign starring Christian Slater and Jenny Slate. “We wanted Comfortable Anywhere to feel real. Not perfectly planned or overly polished,” said Krissie Millan, Chief Marketing Officer at Cole Haan. “Christian and Jenny bring a sense of humor to everyday moments that made them perfect for this campaign. They know how to keep things in perspective, which feels very Cole Haan.” Shot in a day-in-the-life format, the films find Christian preparing for the arrival of dinner guests while Jenny faces a looming deadline. Christian takes a decidedly relaxed approach to hosting—and making homemade pasta for the first time—while Jenny searches for inspiration everywhere but her desk. Through it all, Cole Haan provides the comfort to keep moving through whatever the day brings. The featured styles are part of a broader fall wardrobe of sneakers, loafers, boots, handbags and accessories—all designed with the same idea in mind: looking pulled together shouldn’t come at the expense of feeling comfortable.
Developed in partnership with brand transformation agency Invisible Dynamics, Comfortable Anywhere launched globally on September 9, 2026, across digital, out-of-home, colehaan.com and Cole Haan retail. The launch will be supported by paid social and a strategic influencer and creator program, bringing the campaign and fall product assortment to new and engaged audiences. Seasonal products will be available at colehaan.com, Cole Haan stores and select wholesale partners worldwide. -
Petsmart
PetSmart selected BarkleyOKRP as its creative and media agency of record. The win follows a competitive review. BarkleyOKRP’s remit is strategy, creative, media, data and analytics. The focus is enhancing brand loyalty and driving greater business. It also consolidates marketing duties in one agency. Comvergence estimates 2026 media spend at US $98 million. BarkleyOKRP is developing PetSmart’s new holiday campaign, expected to debut in fall 2026.
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Panama
Panama officially unveiled its new country brand, “Host of the World,” an initiative aimed at establishing a consistent international identity for the nation.
LEARN ABOUT PORTADA EVENTS SCHEDULED FOR THE SECOND HALF OF 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives. Coming up:
Portada Live, NYC, September 17
Portada Next, CDMX, October 21
Earlier this year and coming back in 2027!
Portada Los Angeles, June 4, 2026
Portada Chicago, March 17, (check out recap article!)
Portada Live, CDMX, Abril 16 (check out recap here!)
To learn more about thought leadership and networking solutions for the events above, please contact Marcos Baer at [email protected].
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Jeep®
Jeep® launched “This Is Jeep Country,” a new national marketing campaign debuting on September 9 that celebrates the brand’s unbreakable connection between America and the iconic 4×4 vehicles that have helped carry its people, values and adventures forward for more than eight decades.
The campaign comes to life through a fully integrated marketing campaign spanning television, streaming, digital, social, experiential and out-of-home channels, wherever adventure calls. “This Is Jeep Country” includes Hispanic and African American extensions across digital and online channels. The campaign spans the Jeep brand’s iconic portfolio, including the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the all-new Jeep Recon. Media includes NFL and football, in addition to Tier II and digital/CTV/streaming on Disney+, Paramount+, Max and Peacock.
“This Is Jeep Country” was created by the Jeep brand in partnership with Chicago-based agency Highdive. -
Omaha Steaks
Omaha Steaks, America’s Original Butcher, unveiled a major transformation of its business and a new “No Bull” brand platform, bringing significant changes to what the 109-year-old company sells, how it communicates value and how quickly products reach customers. Omaha Steaks is sharpening its focus across steak, chicken, seafood and pork – and continuing its commitment to 100% U.S.-sourced beef while simplifying the customer experience.
The company is expanding its footprint to enable same-day and next-day deliveries – accelerating its retail and fulfillment expansion. The consumer-facing expression of the transformation is “No Bull,” a new brand platform that turns Omaha Steaks’ 109-year history into an advantage. With a contemporary, self-aware voice, the campaign leans into the brand’s legacy and expertise while spotlighting the product truths behind Omaha Steaks – from sourcing and aging to craftsmanship, quality and delivery. “Quality is the easiest claim in the business to make and the hardest to back up. We back it up,” said Eric Johnson, Chief Marketing and Digital Officer of Omaha Steaks. “We apply the same hard-won standard to the chicken, the pork and the seafood that we apply to a filet. Nothing carries the Omaha Steaks name until it earns it. No Bull cuts through the noise and puts that craft out in the open: who’s behind the product, the care that goes into it and what makes it different, so people understand exactly what they’re getting for their dollar.”
The campaign will come to life across TV, influencer partnerships, PR, paid social, search, email and Omaha Steaks’ digital experience, supporting the company’s efforts to reach a new generation of consumers – from younger urban shoppers seeking high-quality protein to busy families looking for convenient ways to keep premium proteins on hand – while continuing to serve the longtime customers and gifting occasions that remain core to the brand.-
Little Caesars
Little Caesars is bringing back Detroit-Style Slices-N-Stix, a limited-time meal featuring two slices of Detroit-Style Deep Dish pizza, four pieces of Little Caesars Italian Cheese Bread® and Crazy Sauce® for just $4.99+. Available at participating locations nationwide beginning September 7, the returning fan favorite delivers Detroit-style flavor, variety and value in one convenient meal. To support the product’s return, Detroit Lions Quarterback Jared Goff will headline a new advertising campaign for one of Little Caesars’ most popular Detroit-inspired menu offerings. The campaign brings together two Detroit favorites — football and Detroit-style pizza — while spotlighting the value Little Caesars is known for. “Detroit-Style Slices-N-Stix brings together the taste, variety and value guests expect from Little Caesars,” said Greg Hamilton, Chief Marketing Officer at Little Caesars. “We’re proud to bring it back this fall with Jared Goff and celebrate a product that is unmistakably Detroit.” + Available at participating Little Caesars® locations for a limited time only. Delivery, service, small order fees, and taxes may apply. Prices and offers may vary by location. Prices higher in AK, HI, CA; many areas in NY, OR and WA; and third-party online sites. Cannot be combined with other offers. -
JIM BEAM®
Jim Beam®, the world’s No.1 bourbon, is setting out to transform that dreaded sound into stadium-wide cheers with “Hit The Beam,” a new campaign starring actor and comedian Ben Marshall and former NFL kicker Kai Forbath. Together, they’re turning one of football’s most terrifying sounds, the “doink,” into a reason to celebrate. When a field goal attempt strikes the goalpost, better known as the “beam,” fans will have a chance to win big prizes. Jim Beam, the bourbon best enjoyed together, is turning the miss into a moment everyone can get behind, giving rival fandom something they can all cheer for. Debuting ahead of the NFL season kickoff game, the campaign spot puts Marshall on the sidelines as Forbath’s highly unqualified coach, tasked with undoing nearly a decade of professional kicking experience. Forbath must forget everything he learned about putting the ball between the uprights and aiming directly for one instead. “I’ve watched enough football to know that a doink usually results in a lot of yelling, just not the good kind,” said Ben Marshall. “Jim Beam is changing that. Now, when a ball hits the beam, there’s something to celebrate together and that’s what Jim Beam is all about: bringing people together to best enjoy the moment. My job was just to teach a professional kicker how to miss correctly, which I was obviously extremely qualified to do.” “At Jim Beam, we’ve always believed the best moments are the ones shared with others,” said Regan Clarke, VP of American Whiskey, Suntory Global Spirits. “For generations, Jim Beam has been about expanding the table and bringing newcomers into the family, and our campaign “Hit the Beam” carries that spirit into game day. When the ball finds the beam, it doesn’t matter which jersey you’re wearing, we can all raise a Jim Beam and Lemonade together.” As an official partner of the Seattle Seahawks, Dallas Cowboys and Kansas City Chiefs, Jim Beam will bring the campaign to game day with special limited-edition bottles celebrating each franchise, available at select local retailers. The activation builds on Jim Beam’s long-standing tradition of bringing fans together through America’s most iconic sports, from motorsports – including NASCAR and its role as the exclusive spirits sponsor of the Cadillac Formula 1 Team ® – to football and beyond. -
Riviana
Riviana, a leading American rice company, announced the launch of “Savor the Little Things™,” an emotionally driven new campaign for the Mahatma® rice brand. The multi-platform campaign emphasizes the emotional side of rice, highlighting how small, everyday moments bring people together and deliver the biggest joy. Moving away from staged kitchen prep and polished studio setups, the campaign pulls up a chair to the family table. Shot in a documentary style featuring real people in real homes, the creative highlights the genuine sense of family and community that food brings. “We took time to dig deeper into consumers’ everyday lives and routines where we uncovered rich emotional territories that we tend to ignore with our busy daily lives,” said Jose Carrillo, Marketing Director for the Mahatma rice brand at Riviana. “Those insights reinforced our belief that rice is more than just a side dish. It serves as a cultural anchor that creates rituals, traditions, comfort, and connection across cultures. Food is naturally emotional, and we hope this work helps people see and celebrate those authentic moments together.”The “Savor the Little Things” campaign spans connected TV (CTV), rich media digital displays, YouTube®, and social media platforms across key markets and during key seasons like Back to School and Hispanic Heritage Month. Featuring both short-form content and longer storytelling spots, the digital rollout has shown success across preferred streaming and social networks.
Early response to the campaign has been strong. Driven by social posts across YouTube, Facebook®, Instagram®, and Pinterest®, the “Savor the Little Things” campaign has already garnered more than 24 million video views across platforms. -
Kings Hawaiian
King’s Hawaiian unveiled “Mmmoments” a new campaign celebrating the launch of Soft Swirl Cinnamon Bites and how this delightful new snack makes everyday moments a little better. Kicking off the campaign, the brand teamed up with Taylor Hanson of the beloved pop-rock trio Hanson to debut “MMMBites,” a freshly baked rendition of the iconic 90’s hit “MMMBop” ahead of the legendary song’s 30th anniversary. Building on more than 75 years as a family-owned bakery brand, King’s Hawaiian has been expanding its snacking portfolio by complementing the 2024 introduction of Soft Pretzel Bites with the launch of new Soft Swirl Cinnamon Bites. Perfectly soft and irresistibly craveable, King’s Hawaiian Bites turn everyday moments —even the not-so-fun ones—into something worth smiling about. Whether it’s surviving a Monday morning, squeezing into a middle seat on an airplane or simply looking for an afternoon pick-me-up, everything is better with Bites.
Alison Brod Marketing & Communications and Erich & Kallman created the Mmmoments campaign in partnership with King’s Hawaiian.
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