Kroger-Albertson Merger, Lee, Brown Forman Buys Diplomatico, CDPH

Lee, Visit Ford Lauderdale, California Department of Public Health (CDPH), … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Kroger-Albertson Merger

Kroger and Albertsons Companies announced that they have entered into a definitive agreement under which the companies will merge two complementary organizations. By merging with Albertsons Companies Inc. (Safeway, Vons, Jewel-Osco), Kroger bolsters its position as the second largest food retailer in the US with an estimated 11.8% market share behind Walmart at 17.1%. Kroger owns grocers Ralphs and Fred Meyer. The deal is pending regulatory approval. Albertsons Companies, formed from the 2015 merger of the existing Albertsons business with rival Safeway, is the second largest traditional supermarket group in the U.S. (behind Kroger) and #3 groceries retailer overall (behind Walmart). The merger will likely impact vendors of the merged companies, including some of their marketing services providers. In July 2020, Kroger announced New York-based Dentsu Aegis Network as its integrated media agency.  Dentsu Aegis formed a dedicated team to serve Kroger, called fresh@dentsu, to handle media planning and buying for Kroger and its family of brands across all media channels, including television, radio, print, out-of-home (OOH), search, social, display, online video and streaming audio.  DDB New York is Kroger’s creative agency of record. The Kroger-Albertson deal also creates a large player in the burgeoning space of retail media networks.

  • Diplomatico Rum

Ron DiplomaticoBrown‑Forman Corporation announced that it has reached an agreement to purchase the Diplomático Rum brand and related assets from Distillers United Group S.L. (Spain). Upon completion of the transaction, Brown‑Forman will add the Diplomático Rum family of brands to its portfolio and acquire a production facility located in Panama. The Diplomático Rum family of brands is the No. 1 super- and ultra-premium rum and the No. 2 super-premium+ rum worldwide (IWSR, 2021). Super-premium+ rum has grown at an annual rate of 17% over the past five years, with rum accounting for approximately 8% of global spirits. “Diplomático Rum will join our expanding portfolio, giving Brown‑Forman a market-leading entry into the fast-growing super-premium rum category. This aged rum brand has distinctive packaging, strong brand positioning, and is a delicious tasting spirit,” said Lawson Whiting, President and CEO, of Brown‑Forman Corporation. “As part of this acquisition, we will welcome more than 100 new employees to Brown‑Forman.” Diplomático Rum is sold in more than 100 countries. Top markets include France, Germany, and the United States.

  • California Department of Public Health

California Department of Public HealthEffective today October 17, 2022, the California Department of Public Health, Substance and Addiction Prevention Branch (CDPH-SAPB), is soliciting bids via a Request for Proposals (RFP) from media agencies in order to award a contract to develop a statewide Opioid Overdose Prevention and Education Media Campaign.

  • Lee

LeeLee®, the iconic American denim and apparel brand, launched its 2022 campaign under the LeeOriginals platform. Produced in collaboration with photographer and creative director Mark Seliger, the campaign [#leeoriginals] continues to reaffirm the 130-year-old brand as one driven by celebrating the originality in all of us. Concepted and shot by Seliger and styled by acclaimed costume designer and stylist Arianne Phillips, this second iteration highlights those moments where Lee helps to make every day legendary.   “We love a great story and this season’s cast of Originals has plenty of tales to tell,” said Brigid Stevens, VP Global Brand Marketing, Lee. “Tai Verdes started working at a mobile phone retailer and now is performing on stages around the nation; Yuka Mannami was discovered as a model while working as a nurse and now walks runways around the globe. These are just a couple examples of how our cast has carved their own path and done the unexpected.” The digital component of the campaign was placed by Lee’s media agency, Tinuiti, and launched on Lee’s social media channels on TikTok, Meta, and Snapchat as well as streaming video via OTT, and on YouTube and Twitch. A curated out-of-home (OOH) experience in collaboration with creative agency Noble People will target specific creative neighborhoods in New York City including SoHo, Meatpacking and Bushwick, as well as select locations in Los Angeles, Chicago and Atlanta.

  • Visit Lauderdale

Visit LauVisit Lauderdalederdale, the official destination marketing organization (DMO) for Greater Fort Lauderdale in South Florida, unveiled its new brand campaign “Everyone Under the Sun” at its annual marketing luncheon at the reimagined Greater Fort Lauderdale/Broward County Convention Center. The campaign reflects Greater Fort Lauderdale’s authentic welcoming vibe and its inclusive community. “This campaign goes to the heart of what makes our community great – the people and our diverse offerings. We now have a strong campaign that truly reflects who we are and shows how special Greater Fort Lauderdale is in every bold, beautiful, and surprising way,” says Stacy Ritter, president and CEO of Visit Lauderdale.  The destination’s commitment to inclusion is front and center with ads starring locals with disabilities, members of the area’s LGBT+ community (Greater Fort Lauderdale is Florida’s LGBT+ capital), people of a diverse age range, and various racial and ethnic identities.

  • NFL

The National Football League (NFL), in collaboration with renowned fine artist CHITO, announced the launch of NFL x CHITO, an exclusive merchandise line, consisting of two limited-edition Mitchell & Ness Legacy jerseys. Available on, the designer collaboration is the second release in the ongoing “Por La Cultura” (For the Culture) merchandise collection that shines a light on renowned Latino designers. A fine artist of Mexican-American heritage, CHITO hails from Seattle with an international practice with roots in Mexico City. Utilizing the artist’s signature airbrush style, the exclusive “Por La Cultura” jerseys maintain a focus on wearability while highlighting the structure of the iconic football jersey. The two jerseys are named “Perch” and “ssss” and draw inspiration from defenders within the Mexican flag – an eagle and a serpent. The jerseys also feature a high-quality Thermoplastic Polyurethane (TPU) patch in the design of CHITO’s signature “Pup” artwork that can be found as a motif throughout his works. “Our ‘Por La Cultura’ merchandise collection in collaboration with fine artist CHITO, represents the NFL’s commitment to commemorating Latino culture,” says Javier Farfan, Cultural Marketing Strategist at the NFL. “NFL x CHITO allows us to further engage the Latino community through fashion while paying homage to the Mexican community ahead of the NFL’s Mexico City game this fall. We look forward to our fans celebrating their pride with us.” Check out our interview with Farfan about NFL marketing and advertising. In addition to the two limited-edition Mitchell & Ness Legacy jerseys, this release will be complemented by a series of nine official airbrushed helmets that will be displayed at Estadio Azteca for the upcoming NFL international game in Mexico City on November 21.