Popeyes
Popeyes® announced Bart LaCount will join the brand as the new Chief Marketing Officer of Popeyes US & Canada and Matt Rubin will be named Chief Digital Officer of Popeyes US & Canada. LaCount will lead all marketing efforts focused on growing traffic, and accelerating sales growth as part of the Popeyes Easy to Love strategy. This new hire comes following the promotion of previous CMO & now President of Popeyes, Jeff Klein. “We are excited to welcome Bart to the Popeyes Family,” said Jeff Klein, President of Popeyes North America. “Bart brings an incredibly well-rounded marketing background to this role as we look to deepen brand relevance in communities where we are loved and expand relevance where Popeyes should be better known –all as part of the the strategic plan built with and endorsed by our franchisees.” said Klein. LaCount joins the organization from PepsiCo where he was Vice President of International Beverages Marketing leading hydration and energy portfolios for international markets including Gatorade and Sting. He joins Popeyes with more than 20 years of experience, spending majority of his career in various leadership roles in marketing at PepsiCo, and prior to that, Ford Motor Company. Matt Rubin will serve as Chief Digital Officer in the US and Canada. Rubin will oversee the Popeyes digital and technology teams guiding the digital growth strategy, which is centered on creating the best guest experience
Kings Hawaiian
Kings Hawaiian has selected Erick & Kallman as its creative agency. For three generations, Kings Hawaiian has been a family-owned business dedicated to providing Hawaii-inspired foods made with original recipes and the Aloha Spirit. Separately, King’s Hawaiian® announced a partnership with professional soccer’s Alex Morgan for the brand’s new “Be the Game Day Hero” campaign. The campaign celebrates the real MVPs of game day: parents and caretakers who lovingly juggle it all, from shuttling their kids to youth soccer practice to packing the pre-game snacks that fuel them – and so much more. As part of the campaign, King’s Hawaiian is hosting a sweepstakes, promoted via in-store signage, that offers opportunities to score gift cards and a virtual meet-and-greet between a winning youth soccer team and Alex Morgan herself. The gift cards will be awarded so that parents and coaches can stock their child or team up with the essentials.” My daughter and I are huge fans of King’s Hawaiian, so I’m thrilled to partner with the brand on a campaign celebrating the real game day heroes,” said Alex Morgan. “I know firsthand what a difference the sacrifices and support of parents and volunteer coaches can make, and this campaign is all about thanking these dedicated individuals who help fuel the future of soccer.” In addition to the partnership with Alex Morgan, the “Be the Game Day Hero” campaign features a collaboration with American Youth Soccer Organization (AYSO), which will include King’s Hawaiian advertising at the organization’s events and in AYSO email blasts. King’s Hawaiian is also working with soccer marketing, media and experiences agency For Soccer and sponsoring their owned-and-operated properties Alianza de Futbol and Black Star, the largest soccer programs in the United States that provide opportunities for Hispanic and Black players of all ages and backgrounds. “Alex Morgan is the perfect partner to help us honor the true MVPs of game day with our new ‘Be the Game Day Hero’ campaign,” said Holger Kraetschmer, Chief Marketing Officer at King’s Hawaiian. “Youth soccer is an amazing way that kids and their families make lasting memories, and King’s Hawaiian has the power to take moments of togetherness like this to the next level. We’re glad to recognize these hardworking parents and guardians, and we’re thankful that so many rely on King’s Hawaiian to help fuel and celebrate with their young athletes.”
Nature Sweet
NatureSweet, the largest vertically integrated controlled environment agricultural company in North America and the number one snacking tomato brand, is thrilled to add a little more joy into the healthy snacking category. This August, NatureSweet Cherubs® To Go snack packs will include a whimsical addition to the top seal of each To Go product by showcasing the beloved rescue pups from PAW Patrol®, the top-rated animated preschool series produced by Spin Master Entertainment and airing on Nickelodeon. Tucked inside each 2.25oz container are a handful of washed and ready-to-eat NatureSweet Cherubs® — the number one-selling snacking tomatoes that are both nutritious and delicious. “Parents often seek creative ways to incorporate fresh produce into their children’s daily diets,” says Lori Castillo, Vice President of Marketing, “especially throughout the busy school year. Our sweet Cherubs are washed and ready-to-eat, the perfect grab-and-go option that fits conveniently into any lunchbox or backpack. We hope this PAW Patrol collaboration supports parents and caregivers in offering a nutritious alternative for children, eliminating the need for prep work.”
At this exclusive event on September 19, 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].
Pilot
Pilot, the largest network of travel centers in North America, is embarking on a major brand evolution with the launch of a new ad campaign, “See You Out Here.” The campaign embodies the company’s purpose to “show people they matter at every turn” by forging a deeper emotional connection between Pilot and the experiences drivers crave. For over 65 years, Pilot has been a trusted companion to millions of travelers across North America. Building on this legacy, the company‘s first-ever chief marketing officer, Adrienne Ingoldt, is leading the charge to make Pilot an iconic brand and the travel center of choice for all who love the open road. To develop this campaign, Pilot spoke to all types of drivers to better understand the community it serves. These conversations revealed an essential truth: out on the road, like in life, it’s about the journey and what you make of it, not just the destination. Drivers of all kinds answer the call of the road because it puts them in the driver’s seat of life, where they feel alive and free. This campaign is the first to showcase Pilot’s refreshed brand identity, which includes a fresh, bold style with a new, modern logo, a more vibrant color palette, and a relatable, witty brand voice. With its updated brand aesthetic and welcoming call to, ‘See You Out Here,’ Pilot invites everyone to create miles of memories along the way. The new brand comes to life through broadcast television in five key markets across the U.S., nationwide billboards, social media, radio ads, and more.
Under Armour
Under Armour, Inc. announced that Eric Liedtke will join the company as Executive Vice President of Brand Strategy following the completion of its acquisition of UNLESS COLLECTIVE, a zero-plastic regenerative fashion brand. The transaction is expected to be completed later this week. After a 26-year career at adidas Group (adidas), culminating in his roles as Brand President and Executive Board Member from 2014 to 2019, Liedtke and industry executives from adidas, Quicksilver, and R/GA set out in 2020 to found UNLESS and pioneer a better way for the industry to prove that plants could replace plastics in the creation of apparel and footwear. Eric will serve as Executive Vice President of Brand Strategy and be globally accountable for amplifying Under Armour’s brand identity and storytelling, its comprehensive strategic planning process, and executing transformational initiatives that accelerate growth for UA while continuing to lead and curate, UNLESS. He will report to President & CEO Kevin Plank and oversee UA’s brand presence through category marketing, consumer intelligence, creative, marketing operations, loyalty, social media, sports marketing, and all strategy functions. “We are thrilled to welcome Eric and the UNLESS team to Under Armour. With Eric’s best-in-class history of driving exceptional growth in the branded sports industry and an established reputation as an exceptional leader, his experience will be a tremendous asset in galvanizing Under Armour’s brand strategy, refining our operating model, and ensuring that every facet of consumer engagement is moving our brand forward,” said Under Armour President & Chief Executive Officer Kevin Plank. “Complementing our strengthened leadership team – Eric is a rare multi-disciplinary professional whose track record of consumer-centric growth will help drive our company’s evolution during this unique time. I look forward to working with Eric in this important new role.”
Disney
Disney Princesses come together to inspire Girls to “Create Your World” through a new multi-year brand campaign. For generations, Disney Princesses have inspired women and girls to be true to their heart, dig a little deeper, and see how far they’ll go. Today, Disney announced a multi-year campaign called “Create Your World,” which will feature theatrical and streaming content, Disney Parks experiences, new music cover releases, consumer products, and more to encourage fans of all ages, everywhere, to discover their own brand of Princess magic that lies within them. Through the stories of beloved Disney Princess characters and their iconic adventures, “Create Your World” celebrates that every girl can go beyond dreaming big, to doing big things. “Create Your World” is a multi-faceted campaign about giving girls today the opportunity and tools to use their imaginations, try new things, and believe in themselves while not forgetting the fun and magic that Disney Princesses bring to every part of life. Kicking off the campaign is a new brand spot released called “The Magic Within.” This spot encourages girls and parents alike to be inspired by the limitless possibilities of their imagination and—like their favorite Princess character—go out into the world and shape their own reality. Through the eyes of a girl, discover how Princess stories inspire and empower her to find her inner magic and create her world as she sees it. Fans can enjoy this new content on YouTube, as well as across The Walt Disney Company’s global owned and operated channels. In addition to the brand spot, Disney announced an ongoing collaboration with musical artists in a variety of genres to reimagine timeless Disney Princess songs, including “Almost There” from GRAMMY® Award winner Coco Jones.
