Burger King, Genomma Lab + Amazon, Wolverine Worldwide… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.
Burger King
In a historic agreement with its Franchisees, announced last Friday Sept. 9, Burger King will invest US $120 million in its U.S. advertising fund over the next two years to grow traffic, accelerate sales growth and amplify fundamental advancements for the Guest experience. The Burger King advertising investment represents an annual increase of approximately 30% to the brand’s media purchasing firepower, inclusive of advertising efficiencies we expect to achieve through our ongoing partnership with our new media agency. Overall, there will be a company investment of US $400 million over two years, which will increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments. Burger King® Company (“Burger King,” “BK,” “Company,” “Brand”) shared the details of its “Reclaim the Flame” plan to accelerate sales growth and drive Franchisee profitability. The plan was built in collaboration with Franchisee leaders from across the country and was shared with all U.S. Franchisees at its annual convention this week by Tom Curtis, President of Burger King North America.
The plan includes Burger King investing $400M over the next two years, comprised of $150M in advertising and digital investments to “Fuel the Flame” and $250M for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations. This investment will work to enhance ongoing Franchisee investments to modernize the Burger King restaurant portfolio, and when combined with our brand re-positioning plan, menu enhancements and focus on operational excellence, will help drive our overarching goal of improving the Guest experience and attracting more traffic back to the brand over time.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising firepower over the coming years. These corporate investments are in addition to Burger King recently expanding its field team to provide increased support to Franchisees as they continue improving restaurant-level profitability and execution.
In April of this year, Restaurant Brands International (RBI) announced that Omnicom Media Group’s PHD will serve as media agency of record for Burger King U.S., Popeyes U.S. (check out our recent interview with Jean Paul Ciaramella, Head of Media North America) and Canada, and Tim Hortons U.S., per a press release. Chicago shop OKRP will serve as creative agency of record for Burger King U.S.
Genomma Lab + Amazon
With Hispanic Heritage coming up on September 15th, sharing a success story and upcoming plans for established LatAm company, Genomma Lab and their collaboration with Amazon Hispanic storefront in reaching the influential and tech-savvy U.S. Hispanic market.Genomma Lab is one of the leading pharmaceutical and personal care companies in Mexico, and part of the Mexican Stock Exchange (Bolsa Mexicana de Valores). Within its international expansion plans, the U.S. Hispanic market at 62 million+ is comparable as the third-largest Latin American country, just after Mexico.Genomma Lab inherently understands how language and culture are embedded into U.S. Hispanic identities, and thanks to a strong, collaborative partnership with Amazon Hispanic team to bring products that resonate with the market, Genomma Lab created a benchmark in sales. An ambitious sales goal of US$10M was met in just the first year, with sales steadily tracking up 74% through Q2 2022.Part of the success was the flexibility to create original content in Spanish, supporting U.S. Hispanics appreciation for businesses that speak to them in Spanish. According to the Kantar 2021 U.S. Monitor report, 87% of U.S. Hispanics feel businesses that make a sincere effort deserve their loyalty. While Amazon Hispanic Heritage storefront plans for 2022 are in final development, we invite you to view Genomma Lab’s case study.
Wolverine Worldwide
Havas Media Group (HMG) announced that Wolverine Worldwide, one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, athletic footwear and apparel, has named HMG as its global media agency partner following a four-month competitive review. Wolverine Worldwide’s impressive portfolio of highly recognized brands includes Merrell, Saucony, Sperry, Wolverine, Keds, and more. The global scope of Wolverine Worldwide’s engagement with HMG includes all regions and brands internationally (and with Sweaty Betty in select business areas), with a high focus on the US, EMEA, and Canada. As the media buying agency of record (AOR), HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s acclaimed data and decision sciences practices, including budget optimisation, media mix, forecasts, and more. The first work from the partnership will debut in early September.
Unity Software Inc
Unity Software Inc, a video game software development company based in San Francisco, has named Media. Monks as its first media AOR. Monks gained the enterprise after an aggressive pitch that started in February. The brand and the agency have already begun working together. Media.Monks is taking on the brand’s media strategy, planning, buying, and measurement. It also oversees Unity’s SEO and Unity’s Google Marketing Partner tech and services.
At this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
SC Johnson
SC Johnson has kept its global media agency of record assignment with Omnicom and Omnicom Media Group following a review that also involved WPP and GroupM, according to people familiar with the matter. The global media review ran alongside creative review, where SC Johnson consolidated with WPP.
Panda Express®
Panda Express®, the largest family-owned and operated Asian dining concept in the U.S., announced the return of its breakthrough innovation, Beyond™ The Original Orange Chicken™. Now available nationwide for a limited time while supplies last, this delicious entrée is co-developed with Beyond Meat® to capture the irresistibly crunchy texture and flavor of The Original Orange Chicken®, while giving guests the flavor they know and love as a plant-based option. Panda is the first national Asian restaurant concept to serve Beyond Meat across the U.S. This expanded partnership perfectly brings together Panda’s expertise in American Chinese recipes and Beyond Meat’s best-in-class plant-based protein capabilities to create a fresh new take on a classic favorite. Beyond The Original Orange Chicken was first introduced as a limited launch across Southern California and New York City in 2021, selling out across several locations in less than two weeks. Due to its high demand, Panda chefs wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day alone. After the successful initial launch, Panda brought this new fan-favorite entree to 70 locations in ten markets. Wok-tossed in Panda’s signature sweet, spicy and tangy orange sauce, this modern take on Panda’s iconic Orange Chicken delivers the crunchy texture and addictive flavor that fans know and love. Celebrating the national launch of this new plant-based entree, guests who purchase a Beyond The Original Orange Chicken bowl online using the code ‘BEYOND’ starting on September 26 will receive another free bowl featuring their American Chinese entrée of choice.* Additionally, right in time for back-to-school, Panda and Beyond are hosting a traveling Panda Express Recharge Station pop-up to treat students to a well-deserved study break across 10 college campuses in three markets. Students are invited to recharge with free samples of Beyond The Original Orange Chicken, exclusive prizes, as well as fun and relaxing activities. See where the tour is headed by following Panda Express on Instagram (@officialpandaexpress) for the Panda Express Recharge Station college tour schedule.
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