Note: For marketing activations related to soccer, please check out “The latest soccer sponsorships”.
Nékter Juice & Tajín
Nékter Juice Bar has collaborated with Tajín, one of the most famous chili lime seasonings in the U.S. and Mexico, on three new limited-time menu offerings, bringing together Nékter’s ingredients with Tajín’s blend of mild chili peppers, lime, and sea salt for a refreshing taste sensation. Available from March 14 to May 29, 2024, at more than 200 Nékter Juice Bars across the country, the three new, handcrafted menu offerings are an invigorating convergence of nutrition and flavor that will energize guests all day long. This new Nékter x Tajín collaboration comes as Nékter continues to redefine the juice bar experience, drawing on menu innovation and flavor exploration to nourish America’s intensifying desire to fuel their days with plant-based, nutrition-forward foods. Inspired by the rich culinary traditions of Mexico, Tajin’s Classico Seasoning is a unique blend of 100% natural chili peppers, lime, and sea salt that makes everything “More Bueno.” According to its 2023 Franchise Disclosure Statement, Nékter has one of the category’s highest top quartile average store sales of US$913,314, positioning it as an industry leader in the truly healthy juice bar category.
Aldi
Aldi, one of the fastest-growing grocers in the U.S., announced plans to add 800 stores nationwide by the end of 2028 through a combination of new openings and store conversions. This five-year expansion plan will bring more communities great products at the lowest possible prices during a time when consumers are more focused than ever on saving money. As a key part of its plans, ALDI also announced the successful completion of its acquisition of Southeastern Grocers and its Winn-Dixie and Harveys Supermarket banners, which will drive significant growth in the Southeast region over the next few years.ALDI will invest more than US$9 billion over the next five years in its national expansion, adding new locations across the country. As part of its growth trajectory, ALDI will strengthen its already strong presence in the Northeast and Midwest, adding nearly 330 stores across both regions by the end of 2028. ALDI will also grow its presence in the West by adding more stores in Southern California and Phoenix — and by entering new cities, like Las Vegas. In addition, many Winn-Dixie and Harveys Supermarkets will convert to the ALDI format over the next several years. Starting mid-summer, ALDI will begin a phased approach to the store conversion process. ALDI anticipates that approximately 50 stores will begin the conversion process during the latter half of 2024, with the majority of these stores reopening as ALDI in 2025.
Lowe’s
Lowe’s appointed Denstu Creative as its lead creative agency in the U.S., AdAge reported. Ad Age has learned that the appointment follows a competitive pitch and roughly four-month review. Lowe’s is part of Lowe’s Companies, Inc. They spent over US$100 million on advertising in digital, print, and national TV in the last year, according to MediaRadar.
McDonald’s Happy Meal
Wieden+Kennedy NY has won the Happy Meal marketing business in the U.S., which had been at Omnicom’s DDB, and added to its McDonald’s portfolio, Adage reported.
General Mills
Minneapolis-based food company General Mills has launched a global creative agency review across its portfolio of 100 brands, which includes Annie’s, Cheerios, and Fiber One, according to Adage. In 2023, General Mills spent approximately $810 million U.S. dollars on advertising and media activities, according to statista.
Hyundai
Hyundai, in collaboration with Culture Brands, its African American marketing agency, launched their new multicultural campaign featuring the highly anticipated 2024 Santa Fe SUV. The latest addition to the popular “OKAY Hyundai” series, the new campaign, titled “The Drop”, seamlessly integrates the allure of sneaker culture with the dynamic, adventure-driven lifestyle of the all-new fifth-generation Santa Fe. “The Drop” immerses viewers in the electric atmosphere of a sneaker release, spotlighting Black-owned brands like Brandblack and Black talent both in front of and behind the camera. Produced by FELA, a Black-owned production company, and directed by Julien Christian Lutz (Director X), the campaign captures the essence of sneaker culture. Collaborating with Culture Brands, CEO Eunique Jones Gibson and Executive Producer Jessica Toscano spearheaded the vision with intention. The spot also features the soundtrack “Big Fish” by Vince Staples. Through each cultural nod, the 2024 Hyundai Santa Fe reveals itself as the true coveted “drop”.“The Drop” will be showcased through various channels, including, digital, and influencer engagements, branded content development with culturally relevant media partners and other digital touchpoints to further influence awareness and opinion through the storytelling of impactful and relevant narratives.
LEXUS
Lexus has announced the addition of Dallas-based Will Zalatoris to its decorated roster of golf champions. The partnership began ahead of the start of THE PLAYERS Championship at TPC Sawgrass in Ponte Vedra, Florida. Lexus continues to double down on its commitment to golf as the brand mirrors the direction of the game, aiming to reach a younger, more diverse audience. In addition to the ambassador program, Lexus’ strategic golf partnership strategy focuses on opportunities that reach key brand audiences through integrations in the golf lifestyle space, including a recent announcement as the official automotive partner of Malbon Golf.Will Zalatoris, originally from San Francisco, California, developed his golf skills at the California Golf Club. He won the US Junior Amateur in 2014 before attending Wake Forest University on a golf scholarship, where he earned numerous accolades, including First-Team All-American and ACC Player of the Year. Turning professional in 2018, Zalatoris rapidly climbed the world golf rankings, going from outside the top 2000 to inside the top 50 in a short span. In his first full PGA Tour season in 2021, he secured eight top-10 finishes, notably finishing second at the Masters and earning PGA TOUR Rookie of the Year honors. In 2022, he claimed his first PGA TOUR victory at the FEDEX St. Jude Championship. Zalatoris continues to perform well in the current season, recently securing a spot in the Open Championship. He resides in Dallas, Texas. Zalatoris teased off at THE PLAYERS Championship last Thursday, March 14.
At this exclusive event on April 11, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
Carl’s Jr.
CKE Restaurants Holdings, Inc., parent company of Carl’s Jr.®, and partner RSMG Holding LLC are celebrating the opening of the first Florida restaurant in Doral (5755 NW 87th Ave). In celebration of this moment, the restaurant hosted a grand opening ceremony on March 12 from 6-7 p.m. ET. Carl’s crave-worthy menu items include over-the-top, juicy charbroiled burgers, hand-breaded chicken tenders, hand-scooped shakes, and indulgent breakfast burgers. Together with its franchisees, Carl’s Jr. operates more than 1,000 restaurants across the U.S. and has a presence in 25 countries worldwide. The location was first announced in July 2023 and was followed by pre-opening celebrations, including dining events for local emergency responders. Santolaya, who has more than 40 years of experience in the industry, is no stranger to the Carl’s Jr. brand. For 10 years, he served in corporate international operations based in Anaheim, CA, before holding executive leadership positions with Mexico and Chile-based international franchise groups. Now he has his franchise group with partners Claudio Fernandez and Milko Grbic – who both serve as managing director and partner. Focused on a culture of respect, collaboration, and teamwork, RSMG will employ more than 40 restaurant team members plus management at the 2,500 sq. ft., 42-seat Doral restaurant.
Decathlon
Global brand consultancy Wolff Olins has unveiled a fresh visual identity for Decathlon, introducing the ‘L’Orbit’ brand icon alongside a new purpose: ‘to move people through the wonders of sport.’ This relaunch includes a global creative campaign by AMV BBDO, focusing on the joy of play.Over two years, the rebranding initiative encompassed strategy, design, internal culture, and brand experience, rejuvenating Decathlon’s identity across all touchpoints. The goal was to shift Decathlon from a French retailer to a global sports brand resonating with audiences worldwide.The strategic approach centered on the role of sport in modern life, emphasizing enjoyment and wellness over winning. This led to a new purpose: ‘make sport yours,’ promoting inclusivity and happiness in sports engagement.Graphic elements were streamlined, consolidating 85 sub-brands into one cohesive identity. The new visual identity features the L’Orbit icon, symbolizing movement and circularity, alongside a refreshed blue color scheme and bespoke typeface, Decathlon Sans.The brand campaign, developed by AMV BBDO, celebrates the joy of play, inviting people of all ages and skill levels to rediscover the delight of sports. A hero film directed by Hector Dockrill showcases real people enjoying sports authentically, with out-of-home and digital elements reinforcing the message globally.The integrated campaign launched on March 12 during Decathlon’s official event in Paris, marking the beginning of its global rollout across 70 markets.
