Chedraui acquires Smart & Final, United Airlines, Toyota-AARP, Allstate, Harper Collins, Chick Fil-A, Heineken, Plant Fuel … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Chedraui Acquires Smart & Final
Grupo Comercial Chedraui (GCC) announced that its subsidiary, Bodega Latina Corporation, has entered into a definitive agreement to acquire Smart & Final Holdings for approximately US $620 million, including the assumption of certain indebtedness. Chedraui already owns supermarket chains El Super and Fiesta Mart in the U.S. Celebrating its 150th anniversary in 2021 and headquartered in Commerce, Calif., Smart & Final operates more than 250 stores under two banners: Smart & Final and Smart & Final Extra!, in California, Arizona and Nevada. There are an additional 16 stores in Northwestern Mexico operated through a joint venture. Smart & Final stores service both household and business customers, representing approximately 70% and 30% of revenues, respectively. For the fiscal year ended January 3, 2021, Smart & Final generated U.S. GAAP revenues of approximately U.S.$4.1 billion and Adjusted EBITDA of U.S.$167 million. “Smart & Final, with a unique go-to-market and operating strategy, is an attractive fit that is aligned with our business strategy in the U.S., utilizing differentiated formats to focus on growing, but underserved markets,” said Carlos Smith, President and CEO of Bodega Latina
“With a brand that resonates with consumers, geographic fit in key markets, and a consistent record of profitable growth, Smart & Final will complement the platform we’ve built with El Super and Fiesta. We look forward to welcoming Smart & Final’s talented team of over 11,000 employees in working together to create a premier food retail platform in our markets.,” Smith added. The acquisition continues GCC’s strategic objective to grow in the U.S., by further bolstering GCC’s U.S. footprint and strategic capabilities, broadening and diversifying GCC’s customer base by including business customers. In addition, the transaction creates a creates a leading diversified chain in Mexico and a multi-format food retail platform in the U.S., with consolidated pro forma sales in excess of U.S.$11 billion.
United Airlines
Ending a 10-year run with Chicago-based Dentsumcgarrybowen, United Airlines announced that Los Angeles-based 72andsunny will become the carrier’s AOR, Campaign reports. “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry,” Maggie Schmerin, managing director, advertising and social media at United Airlines, said in a statement. United chose 72andsunny for their “thoughtful approach to strategic and creative direction,” and their willingness to “collaborate to achieve great work that builds on United’s rich history and capitalizes on our bright future,” Schmerin added. Dentsumcgarrybowen created United’s 2020 Olympics campaign, which will debut in June. The airline’s roughly $80 million global media business will remain with Dentsu’s Carat, which won the consolidated account in 2018. United is looking for a brand refresh as the accelerated pace of vaccinations causes air travel to pick back up in the U.S.
Toyota-AARP
AARP is teaming up with Toyota and local Dallas organizations in the fight against COVID-19 through a new transportation initiative. Utilizing the newly launched AARP Ride@50+℠ Program – a program where multiple modes of transit can be found, booked and 
paid for in one place – residents can now book essential rides, including transportation for COVID-19 vaccine appointments.
Allstate
For Soccer Ventures announced the Hispanic women’s soccer program – Allstate Sueño Alianza de Futbol. The 10-city tour will offer aspiring female players, free tryouts in front of scouts representing National Women’s Soccer League, Liga Bancomer MX and the Federacion Mexicana de Futbol Asociación A.C. – as well as college recruiting departments from across the country. For Soccer Ventures is also proud to announce Club América’s Janelly Farías and Club Tigres María Sánchez.
At this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
Harper Collins
HarperCollins Focus announced the launch of its new gift book imprint, Harper Celebrate, expanding the publishing company’s footprint into celebratory, seasonal and lifestyle books. The imprint will produce uplifting and inspiring, visually striking books using high-quality design and sophisticated detail in both the interior and exterior packaging. Harper Celebrate will be based in Nashville, under the direction of vice president and publisher, Michael Aulisio. Harper Celebrate will look to acquire projects such as daily readers, lifestyle books, journals, photography-driven books, literary graphic novels, hospitality, home decorating, organization, and crafting; poetry, personal time management, and mindfulness; and occasion-focused titles such as holiday celebrations, graduation, and gifts for special persons. It is scheduled to release its first titles in fall 2022. Harper Celebrate is part of HarperCollins Focus’ key objectives to connect with great writers and readers who rely on the global reach and distribution network of HarperCollins Worldwide.
Tecate
Tecate became the Official U.S. Sponsor of Liga BBVA MX. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms. Check out our interview with Oscar Martinez, Senior Brand Director Tecate USA on on how Liga MX U.S. audiences align with the Tecate brand and soccer activations and sponsorships going forward.
Heineken
HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company’s flagship beer, Heineken®. Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer. HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium. “We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO.
Chick Fil-A
Chick Fil-A announced that it will be launching a new concept focused on variety, delivery, and innovation later this year in Nashville and in 2022 in Atlanta. This new delivery kitchen concept is named Little Blue Menu after Chick Fil-A’s Founder S. Truett Cathy’s original “blue” menu at the Hapeville Dwarf House, which he was continually changing to give customers what they wanted most. Little Blue Menu will harness the entrepreneurial spirit and hospitality of Chick-fil-A, serving both the classic menu plus a variety of different cuisines — think salads, roasted chicken, wings and more — all made under one roof, arriving in one bundled order. The QSR has been testing ghost kitchens over the last few years, and opened a location inside DoorDash Kitchens in 2019, but this appears to be its first virtual brand. The innovation reflects a growing trend among chains to diversify with off-premise-only concepts that have no storefront.
Plant Fuel – GNC Distribution
PlantFuel Life Inc., the scientifically focused plant-based wellness company, announced a nationwide distribution agreement with retailer GNC. The distribution agreement will launch in August 2021.
PlantFuel is an all-new premium Plant Fueled® nutritional supplement brand that aims to deliver the absolute best-possible products available, successfully bridging the gap between healthy, plant-based nutrition and peak performance – and that does so with eco-conscious and responsibly sourced packaging. “GNC is coming back in a big way and has always been the leader in nutritional supplement innovation for up-and-coming brands, which ultimately sets the tone for the category within the marketplace. We’re proud to be able to work with a great partner like GNC to introduce exciting, new plant-based innovations that deliver on our brand promise to be good for the body and good for the planet,” said Brad Pyatt, PlantFuel founder. GNC has more than 2,300 locations across the United States. PlantFuel will be available online and in stores in August, and will roll out additional, unique innovations at GNC in the fourth quarter of 2021.
At this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
