Avocados from Mexico Commercial and Multichannel, Tidal, ParmCrisps, Jack in the Box…and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Avocados from Mexico Commercial and Multichannel Campaign
Avocados from Mexico (AFM), the U.S.-based promotional arm of the Mexican avocado industry, announced its return to the Super Bowl with the roll out of a brand-new multichannel marketing campaign in the run up to the Super Bowl, culminating in a 30-second TV advert during the final on February 13. Actions include the House of Goodness, where consumers can take a virtual tour of an avocado-themed home hosted by NFL star Drew Brees; in-store QR codes that drive directly to the brand’s website and a new partnership with eCommerce Acceleration platform MikMak. Through a strategic partnership with LiveRamp, a data connectivity platform, MikMak will enable the produce brand to both better understand its online shoppers and acquire, analyze and enrich its first-party data with a 360 view of the most valuable shoppers. These added capabilities will enable AFM to continue to build brand recognition while driving sales from branded assets. “We’ve built the AFM brand on a foundation of innovation – now, we’re back in the Big Game with not only an ad but another innovative, fully integrated campaign,” said Alvaro Luque, AFM’s president and CEO. “We’re leading into the future by combining best-in-class brand building with data- and technology-enabled shopper and digital strategies that will make the 2022 Big Game campaign the most effective we’ve had to date,” Luque added. Check out how Avocados from Mexico commercial promotion in the 2015 Super Bowl was supported and extended with technological innovations.
Campbell’s
To continue to preserve the magic of winter and create even more family memories this season, Campbell‘s has partnered with CAMP, The Family Experience Company, to cook up the perfect recipe that sparks winter joy. The partnership delivers a sensory experience by releasing two limited-edition scented candles: Tomato Soup & Grilled Cheese and Chicken Noodle Soup, paired with a ‘Winter Warmup Guide.’ Consumers can visit Camp.com/Campbells or CAMP stores in New York, New Jersey, Dallas and Connecticut to purchase one of the limited-edition candles and access the free Winter Warmup Guide that features a range of activities for parents and kids to do together, including arts & crafts, family-friendly recipes and games that inspire imagination and transform any home into a winter wonderland. “No matter where you live, the magic of winter sparks fond memories and inspires new moments of joy,” said Linda Lee, Chief Marketing Officer, Campbell’s Meals & Beverages. “After spending last winter season preserving snow days, Campbell‘s is excited to continue our mission of creating family moments and memories for all through our partnership with CAMP. Pairing the aromas of Campbell‘s soup-scented candles with the Winter Warmup Guide is the perfect recipe for a day of wintry fun!”
ParmCrisps
ParmCrisps®, the artisan-crafted, crunchy crisps made from 100% real cheese, debuted their new “Unsinfully Good” brand campaign, its first-ever-national media campaign. With the intention of making more consumers aware and willing to try ParmCrisps®, the integrated marketing campaign showcases ParmCrisps® as a heavenly, better-for-you snack that provides all the snacking goodness with none of the guilt. The brand’s “Unsinfully Good” campaign is featured across multiple consumer touchpoints including broadcast, via several streaming services, and through a combination of social and digital advertisements. Each brand placement touts ParmCrisps® key benefits as the premier guilt-free, low carb and high protein snack. To kickstart the ParmCrisps® “Unsinfully Good” campaign, the brand will be taking over “Sin City” during a three-day event, from Feb. 5-7, at the Fashion Show Mall in Las Vegas. In an attempt to make Sin City “Unsinfully Good,” visitors will have the opportunity to be photographed as a “ParmCrisps® Angel” alongside a one-of-a-kind, handcrafted ParmCrisps® angel wing mural, painted by a local artist, as well as receive ParmCrisps® product samples from the brand’s famed ambassadors, the “ParmCrisps® Angels.” “With this new creative communication strategy, we hope to establish a connection with consumers on an emotional level, driving both brand relevance and love; reminding consumers that snacking isn’t sinful when eating ParmCrisps, it’s almost angelic,” said Tracy Garbowski, Vice President of Marketing. “Through our first-ever national media campaign with engaging advertisements, we hope to further accelerate our brand growth, establishing cheese crisps as a category synonymous with ParmCrisps.”
Jack in the Box
Fast-food restaurant chain Jack in the Box is putting its creative account in review and David & Goliath, its agency of record since 2015, is defending. “We are undergoing an active lead creative agency search,” said a brand spokeswoman, in order to bring the brand’s strategy “to life through all touchpoints,” AdAge reports.
Tidal
TIDAL announced a new limited time offer for students, military, and first responders to enjoy three months of TIDAL HiFi for only US $1 or three months of TIDAL HiFi Plus for only US $2. This exclusive campaign is running now through January 31, 2022, and students, military, and first responders can claim their offer on the TIDAL website today. “Our campaign for students, military, and first responders is another step towards introducing more music fans to TIDAL with ad-free access to our catalog of over 80 million songs and expertly curated playlists in the best sound quality available,” said Angelo Sasso, Senior Vice President of Customer Engagement at TIDAL. TIDAL is an artist-led global music and entertainment streaming platform that aims to create a sustainable, artist-first and fan-centric business model for the music industry. With innovative experimental features like direct-to-artist payments and fan-centered royalties, TIDAL is empowering artists to redefine their place in the music industry. Available in 61 countries, the streaming service has more than 80 million songs and 350,000 high-quality videos in its catalog, along with original video series, podcasts, thousands of expertly curated playlists, and artist discovery via TIDAL Rising.
Toyota
The first-ever 2022 Toyota Corolla Cross kicked off the new year with the “Just Right” campaign, which highlights the compact SUV’s capabilities and features that are sure to accommodate life’s adventures. “We’re excited to launch the first-ever Corolla Cross here in the U.S. with the ‘Just Right’ campaign, which encourages guests to cherish life’s perfect wins, big or small,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “Corolla Cross has everything our drivers want – an elevated and upgraded compact SUV, designed for every lifestyle.” The fully integrated Corolla Cross campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model, fully considering the transcultural mainstream audiences across America. Toyota campaigns are integrated through one strategic brief, creative idea, and media plan – and create a cohesive marketing approach inclusive of multicultural marketing and the total market model. The T2 team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with ZenithMedia placing TV and outdoor media buys. The campaign showcases a unified style across all creative throughout the T2 agency broadcast spots. The Corolla Cross campaign is a fully integrated campaign extending across linear TV, digital video, digital content, programmatic, paid social, experiential, audio, and out-of-home. High-profile prime and sports programming includes the NBA, NFL, NASCAR, Univision, Telemundo, OWN, Discovery en Español, WillowTV, BET, and more. Digital content/video includes partners such as Peacock, Vevo, YouTube, Hulu and Hulu Latino, Disney, Tastemade Español and more. Partnerships include Apartment Therapy, Buzzfeed, Amazon, and Spotify, among others. Social is across Facebook, Instagram, Snapchat, TikTok, Twitter, Pinterest, Twitch, Imgur, and Reddit. Social will include a special TikTok collaboration soon to be announced.
