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(UPDATED) Toyota’s Super Bowl U-Turn, Southeastern Grocers, Stellantis, QDOBA…

Toyota, Target, Southeastern Grocers, Stellantis, QDOBA and other brands targeting the U.S. consumer right now.



  • Toyota’s Super Bowl Ad

Toyota now says it “will advertise in the Super Bowl,” with the decision coming just ten days after the automaker said it would ” sit out the game to focus on experiential marketing on the ground in Las Vegas .” The Japanese brand plans to run a national TV ad during the game on CBS in addition to the experiential activities set to take place. The Tacoma will be Toyota’s MVP of this year’s Super Bowl. Ten days ago, Toyota announced that it would skip the 2024 event, focusing on experiential marketing on the ground in Las Vegas, where the NFL final is set to take place on February 11. But the carmaker has called a last-minute audible asking to be accepted back in.  Toyota is taking the number of automakers confirming to advertise during the Super Bowl to four, with the list including BMW, Volkswagen, Kia, and now, Toyota. Toyota is  NFL’s official automotive partner, based on a multi-year sponsorship deal announced in October 2023.  Toyota has the advantage over many other Super Bowl advertisers, as it is allowed to use the NFL trademarks. With a yet-unknown duration, the Super Bowl spot will be made by Toyota’s long-standing media partner, Publicis Groups’s Saatchi & Saatchi, in collaboration with Le True. A spokesperson for Toyota said that, during a campaign production, the team admitted that there was a creative execution worthy of the Super Bowl. And that was right on time for the LVIII edition of the world’s most-watched sports event but it also coincides with the launch of the Tacoma. The carmaker was not planning to produce an ad for this year’s Big Game, as reported by Automotive News. CBS has already almost sold out its inventory for in-game spots, according to a report in The Hollywood Reporter, which revealed that the Paramount Global-owned network is selling :30 spots for as much as $7 million. For the first time, the three major U.S. automakers (GM, Stellantis and Ford) are not participating as advertisers in the Super Bowl. However, foreign car makers like Kia and Volkswagen will be present. UPDATE: Toyota also plans to broadcast a Spanish-language Super Bowl ad, a Saatchi & Saatchi spokesperson tells Portada.


  • Target’s Wellness Push

Target Logo (PRNewsfoto/Target Corporation)

Target Corporation announced it is introducing more than 1,000 new wellness-related products at just $1.99 to support guests on their wellness journey without stretching their budgets. From apparel and accessories to supplements, vitamins, and the latest tech, Target is the one-stop-shop where guests can feel celebrated and supported in living well. Wellness has been redefined to encompass a more holistic way of living — and it’s also different for every person,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. “That’s why Target is delivering like no other retailer, offering guests the ultimate destination to support their wellness journey, whether enjoying a non-alcoholic beverage from Sechey or stocking up on Bloom to get their daily greens. We’re making it fun and easy for our guests to discover new products at a great value, with more than 1,000 new wellness products, starting at just $1.99.” From supplements and hydration boosters to skincare and functional beverages, the retailer’s assortment brings guests the best of the best in wellness at a value they will only find at Target. When guests enter a Target store, they will find a curated assortment of wellness-related products, including colorful fitness styles from All in Motion that match an exclusive assortment of Stanley Tumblers and Bala Bangles for a coordinated look. Then, as they continue their shopping, guests will find prominent displays of other top wellness brands in departments including health and beauty. In addition, the retailer has launched an online wellness destination on with ideas, products, meal inspiration and deals Target guests can tap into as they begin or continue their health and wellbeing journeys.

Here is a look at some of the wellness brands Target offers

  • Exclusively at Target: Guests can discover brands like Ghia (new), Good & GatherBeing FrensheBlogilatesSechey (new), All in Motion and more for only-at-Target wellness.

  • Must-have supplements and hydration: Guests can get their greens with Bloom, gummy supplements with Hum (new), hydration with Liquid IV, vitamins and probiotics with O Positiv (new) and protein with Podium (new).

  • Celeb-founded brands: They can try the latest brands from celebrities, including good.clean.goop, a new line of beauty and wellness essentials from Goop founder Gwyneth PaltrowLemmeKourtney Kardashian Barker’s new line of vitamins and supplements; and Being Frenshe, a line of personal care products powered by mood-boosting scents and self-care rituals from founder Ashley Tisdale.

  • Stylish workout favorites: Colorful All in Motion workout apparel lets guests elevate their moves; Bala Bangles brings style to wrist, ankle and hand weights; Blogilates offers beautifully designed resistance bands and more.

  • Good-for-you food and beverages: Ghia and Sechey put a new, delicious spin on non-alcoholic beverages; Good & Gather offers food formulated without artificial flavors, synthetic colors, artificial sweeteners, and high-fructose corn syrup; and Quest offers protein-forward foods that minimize carbs and sugar.

  • Routine refresh: Guest-loved brands like Tree Hut, CeraVe, Native and Lume are reliable go-tos for great skin care, hair care and personal care.


  • Southeastern Grocers 

Southeastern Grocers Inc. (SEG) announced the completion of its strategic divestiture of Fresco y Más to Fresco Retail Group, LLC. SEG continues to own and operate Harveys Supermarket and Winn-Dixie grocery stores. As previously announced in August, SEG entered into definitive agreements with ALDI and Fresco Retail Group 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 Harveys Supermarket and Winn-Dixie banners. SEG currently anticipates that the proposed merger with ALDI will be completed in the first half of 2024. SEG will continue to operate its Harveys Supermarket and Winn-Dixie grocery stores in the normal course of business up to and until the transactions are completed. This includes approximately 400 stores in Alabama, Georgia, Louisiana, Mississippi, and Florida where 75% of the stores are located.

  • Stellantis

Auto giant Stellantis is no longer working with TRG (formerly known as The Richards Group) after a 15-year relationship, according to MediaPost. The agency served as creative AOR for the company’s Ram Truck brand. The automaker stated that currently, there is no designated replacement as the agency of record. Instead, tasks are being assigned to various agencies within its roster, including Doner and Highdive. Ram was one of the agency’s largest clients.


QDOBA, America’s restaurant brand in the Mexican fast-casual category, announced a new partnership with advertising agency Leo Burnett, who will lead all creative and production for the brand. This partnership marks a new stage of growth for QDOBA as it prepares for rapid expansion and substantial growth over the next five years. Owned by Modern Restaurant Concepts, QDOBA has more than 750 locations across the United States, Canada, and Puerto Rico and is planning to double in size over the next seven years. QDOBA is currently 80% franchised and is accelerating new restaurant development with existing partners as well as new external franchisees.

Portada LiveAt 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].


  • Albertsons

US food and drug retailer Albertsons Companies announced its annual application process for diverse-owned suppliers. As part of the company’s ongoing commitment to fostering diversity, equity, inclusion, and belonging. The application process is open now to diverse-owned suppliers, which include small and mid-size businesses that are at least 51 percent owned, controlled, and operated by women, black, indigenous, people of color, LGBTQ+, veterans, or people with disabilities who can offer products that appeal to the varied preferences of Albertsons Co.’s diverse customer base. Through Albertsons Co.’s continued partnership with C2FO, diverse-owned brands can receive early payment terms on approved invoices, unlocking fast and flexible access to low-cost capital. Last year, nearly 500 businesses submitted applications for the Supplier Diversity Program, and more than 60 diverse-owned brands were selected to meet with the Albertsons Co.’s merchandising team. As a result, six diverse-owned brands, Blue Elephant, Catalina Crunch, Mr. Kooks, Partake Foods, Radius, and Watcharee’s, were added to the more than 200 certified diverse suppliers already selling their products nationwide at Albertsons Co.’s stores, including Albertsons, Safeway, Vons, Jewel-Osco, and Shaw’s. Diverse business owners interested in having their products considered for sale in one or more Albertsons stores, including Albertsons, Safeway, Vons, Jewel-Osco, ACME, and Shaw’s, should submit their applications online here by Feb. 2. Diverse suppliers to be selected to meet with Albertsons Co.’s team will be notified by Feb. 16. Appointments will be scheduled for early April.

  • JCPenney

JCPenney, one of America’s most famous retail companies for diverse audiences, celebrated Hope & Wonder, its private brand designed in-house by the JCPenney Creative Coalition to commemorate and celebrate moments that matter for customers and associates. Since the brand launched in 2022, JCPenney has invested US$1 million in Hope & Wonder partnerships and additional cultural initiatives as part of its ongoing commitment to celebrating diversity. Now in its third year, Hope & Wonder honors cultural observances throughout the year, including Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride, Juneteenth, and Hispanic Heritage Month. The ongoing mission of the Creative Coalition is to establish JCPenney as a year-round authentic resource for apparel, accessories, gifts, beauty, and home by speaking to the heart of important cultural moments. JCPenney’s Creative Coalition was initiated by senior vice president of trend, brand management, and design, Valerie Harris. Hope & Wonder brand campaign visuals include JCPenney associates, community leaders, and members of the JCPenney Creative Coalition sporting apparel from the assortment. In 2024, JCPenney is excited to support the important work of Black Girls Smile, Dress for Success Worldwide, The Asian American Foundation, Point Foundation, Unity Unlimited, Inc., and Latinitas by continuing its corporate commitment and by donating 100% of net profits through sales of the Hope & Wonder brand.

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