Cheetos®, Hyundai, Cardenas Markets, Tortilla King… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Cheetos®

When Cheetos® and global music superstar Bad Bunny first introduced the Deja tu Huella™ campaign in 2020 to celebrate the impact that Hispanic culture has made on today’s society, they set out on a mission to inspire the next generation to Deja tu Huella, a phrase that translates to “leave your mark.” As the campaign enters its second phase, Chester Cheetah and Bad Bunny are teaming up once again to spotlight the Hispanic community by bringing fans two exciting experiences ahead of the school year that take Deja tu Huella to the next level: an exclusive fashion collaboration with adidas and the Deja tu Huella Estudiante Fund, a contest that will give US$500,000 in total prizing to students in the U.S. and Puerto Rico. The extremely limited adidas leisurewear collection is a product of two innovative design visions coming together: Bad Bunny’s signature style combined with Chester’s orange-themed “Cheetos Look.” Cheetos is giving its biggest fans the chance to get early access to the exclusive items before they’re officially available for purchase on August 6. Fans simply need one thing for the opportunity to cop the drop before anyone else: fingertips covered in Cheetos orange-dust, also known as Cheetle®, which all true Cheetos fans now don as a badge of honor.Fans in the U.S. and Puerto Rico can head to www.CheetleiD.com to use Cheetle iD, a first-of-its-kind Cheetos x adidas e-commerce experience designed to get the merch into the hands of Cheetos’ biggest fans first.There, Chester will use Cheetle iD technology to detect whether fans have Cheetle® on their fingertips.The first 100 people who pass the Cheetle iD detector will have direct access to purchase items from the collection before the rest of the public.Not part of the first 100 fans to use Cheetle iD? No problem. All fans who didn’t get early access can sign up at www.CheetleiD.com to enter for a chance to purchase the merch on August 6 via the NTWRK app.As part of the Deja tu Huella campaign and in partnership with Good Bunny Foundation, Cheetos and Bad Bunny are also welcoming submissions starting today for the Deja tu Huella Estudiante Fund, a contest that will identify ten students leaving their mark on their community and reward them with US$50,000 each that can go towards their education.To enter the #DejatuHuella TikTok Hashtag Challenge, fans in the U.S. and Puerto Rico can submit a :60 video that shows how they are leaving their mark on the community, the culture, or the world, and tag @Cheetos, #DejatuHuella, and #Entry to be eligible.

  • Hyundai

Hyundai’s all-new Santa Cruz is inspired by the city it is named after and the passion for adventure that lives there. In the marketing launch for its first-ever Sport Adventure Vehicle, Hyundai is partnering with former professional skateboarder and documentary filmmaker, Stacy Peralta, and local legends of Santa Cruz, Calif., to show how their spirit of adventure carries into the journeys the segment-defining vehicle can deliver. The digital-led campaign launches with a long-form digital video, “Journey Through Santa Cruz,” starring professional surfer Matt Rockhold, artist Jimbo Phillips and female skate crew Lady Lurkers. These Santa Cruz locals embody the vehicle’s intent, showing how it is equally at home in urban and adventure settings. “The Santa Cruz is a new type of vehicle that combines SUV benefits with open bed versatility to enable the adventures that make journeys fun,” said Angela Zepeda, CMO, Hyundai Motor America. “This digital-first campaign is all about showing the adventure and lifestyle this unique vehicle can deliver for people who live in the city but are driven by nature and outdoor activities.” In addition to the long-form video, Hyundai will run digital pre-roll targeted directly at the Santa Cruz’s distinct, adventure-minded audiences. 30- and 15-second TV spots with footage from the “Journey Through Santa Cruz” shoot will air on national broadcast, including during Sunday Night Football on NBC. The campaign also includes influencer partnerships, social media content, in-market digital activities, out of home advertising and experiential displays at the home games of Hyundai sponsored professional football teams. The campaign was developed and executed by Hyundai’s agency of record, INNOCEAN USA.

Separately,  Hyundai has teamed with Univision as the new presenting sponsor of Sábado Futbolero (Saturday Soccer). Hispanic Americans are a pivotal force in soccer’s growing influence throughout the U.S., and the campaign, #BecauseFútbol, features three new Spanish-language TV spots. The campaign highlights the fan rivalry between Chivas and Cruz Azul of Liga MX, the most-watched club soccer competition in the U.S. The sponsorship and new ads kicked off on Saturday, July 31 for the start of the 2021 Torneo Apertura. “#BecauseFútbol perfectly describes the acts of fandom inspired by Mexico’s top sports league,” said Angela Zepeda, CMO, Hyundai Motor America. “We wanted to join in that spirit with a campaign that entertains fans and connects with Hispanic audiences each week on Univision’s broadcast.” The new Hyundai TV spots, directed by Argentine Martin Kalina of Pulse Films and edited by Kyle Brown of Exile, include: AsadoA BBQ with Rivals.   #BecauseFútbol was conceived and executed by Hyundai’s agency of record, INNOCEAN USA.

  • CitrusAd 

Publicis Group has acquired CitrusAd retail media platform, currently  used by grocers such as Hy-Vee, Wakefern and Ocado,  for an undisclosed sum.The deal comes amid dramatic growth of retail media and expectations of further increases as major advertisers are drawn to the targeting, transparency and measurability of retail media. The CitrusAd platform, which offers self-service capabilities for brands, is used by 70 retailers globally, according to Publicis Groupe. Plans call for CitrusAd to function as a standalone business within Publicis Groupe’s  Epsilon business.E-commerce sales for CPG brands are expected to double from 2019 levels By 2023. As a result, retail media is undergoing exponential growth and is expected to double within five years from current levels of roughly US$30 billion.

 

  • Cardenas Markets

Cardenas Markets has teamed up with GetUpside, a retail technology company that guarantees profit for more than 30,000 brick-and-mortar businesses nationwide, to offer personalized cash-back incentives to customers. Retailers using GetUpside’s personalized offers see a 3-5% increase in profit and customers come in 1.6x more frequently than non-GetUpside users. GetUpside connects customers with groceries and other businesses through a free mobile app and encourages them to transact using personalized cash-back offers.Shoppers also have 35% larger baskets on average. “Cardenas Markets is committed to providing our customers with the freshest, most authentic products at the prices that make it possible for them to feed their families,” said Adam Salgado, Chief Marketing Officer for Cardenas Markets and participant at our upcoming Portada Live, September 22, 2021 exclusive brand marketer workshop. “Our partnership with GetUpside allows us to further this commitment by allowing our loyal and valued customers to earn cash back on their everyday grocery purchases from our stores,” Salgado added. Today, GetUpside is live at more than 30,000 grocery stores, restaurants, gas stations, and convenience stores nationwide and works with the nation’s most trusted brands. The platform connects customers with local businesses through their free mobile app, and encourages them to transact using personalized cashback offers. Cardenas Markets, has also launched an updated and newly redesigned website. The revamped site features a contemporary design, improved navigation and user-friendly interface in both English and Spanish.The vibrant, new food-focused website comes as Hispanic shoppers increase their online grocery spend.

 

Portada LiveAt 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 michelle@portada-online.com.

  • Tortilla King

Tortilla King announced that Denver-based Flagship Food Group, LLC (Flagship), owner of 505 Southwestern and La Tortilla Factory, has agreed to make an investment into Tortilla King to support its future growth and expansion strategy. Flagship will become the majority owner in the company while current local management remains in place and Juan Guardiola remains a shareholder.With the acquisition, Flagship solidifies its place as one of the leading and largest privately held food companies in the country focusing on Hispanic brands with an emphasis on premium products.Majority owned by CREO Capital Partners, Flagship is a diversified food company that sells a wide range of food products and services under the 505 Southwestern, La Tortilla Factory, Lilly B’s, Hatch Kitchen, TJ Farms and other brands. Most of Flagship’s brands are rapidly expanding, having experienced significant growth and expanded national distribution in recent years. 505 Southwestern, crafted with New Mexico green chiles and made in Albuquerque, is the country’s largest jarred green chile brand.Based in Moundridge, Kansas, outside of Wichita, Tortilla King sells premium tortillas and tortilla chips under its Mama Lupe’s brand. In addition, it serves as a valued manufacturing partner to other food companies and food retailers across the county. The company operates manufacturing and distribution facilities across the Midwest. An innovator in the category, the company has developed low carb, net zero carb, and gluten free tortilla offerings for its customers focused on health and wellness.

  • CKE Restaurants

CKE Restaurants has named Omnicom’s Haygarth U.S. its in-store marketing and merchandising agency. Haygarth U.S.will work with the restaurant chain on point-of-sale, food photography, digital and printed menus, and all merchandising for Carl’s Jr. and Hardee’s with approximately 3,500 locations nationwide. 

 

 

Portada LiveAt 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 michelle@portada-online.com.

  • CMS

Turning Point Global Solutions, L.L.C. (TurningPoint) announced that Centers for Medicare and Medicaid Services (CMS) has selected its joint venture, TurningPoint-DSFederal, JV, L.L.C. (FedPoint), to provide web content management and development support for CMCS’ three public-facing websites: http://www.Medicaid.gov, http://data.Medicaid.gov, and http://www.InsureKidsNow.gov. Through collaboration with CMCS and other contractors, FedPoint will help to maintain a vigorous web presence that communicates programmatic information and relevant Medicaid data with the public. The award, won through a competitive procurement process, adds to FedPoint’s growing portfolio of federal contract engagements.FedPoint is using Drupal experts to provide content loading and content strategy support, including data visualizations and other visual enhancements to complement web content.TurningPoint Managing Partner David Hughes says the project is integral to TurningPoint’s goal of providing value-added services that help address CMS’ program priorities. The website content management support contract is a five-year task order under the CMS SPARC 8(a) contract vehicle with a total value of US$5.3 million if all options are exercised.

 

 

 

 

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Portada Staff

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