Lysol, Avocados from Mexico, Hy-Vee and Nine More Brand Moves!

• Lysol

To help bring the StinkCheck* to life, Lysol, a Reckitt brand  is teaming up with reality TV icon, author, and mom Nicole “Snooki” Polizzi, who is known for her unapologetic, keep-it-real attitude. Taking inspiration from her real-life experiences, she is amplifying the StinkCheck* message in a candid and playful video shared on social media.  The video features Snooki responding to DMs from followers who need advice on how to deal with their loved ones’ stinky passions at home.”From my days of living with eight roommates to now being a mom of three, I am no stranger to dealing with stinky situations,” said Snooki. “That’s why I love the idea of giving someone a StinkCheck* – sometimes people just need a friendly hint that their passions stink, and Lysol Air Sanitizer helps to (literally) sanitize the air without the awkwardness!”
Lysol is also partnering with influential voices including Zachariah Porter, Mayci Neeley, and Eli Rallo who have experienced stinky passions in their everyday lives to create funny, witty and relatable social-first content. The series of cheeky videos will spotlight how they are confronting their loved ones’ smelliest passions in the home. Consumers are invited to join the fun by DM’ing the StinkCheck* videos to roommates, friends or family as a reminder to tackle the stink* with Lysol Air Sanitizer, so the only thing left behind is the passion. “Our survey found that 42% of people experience unpleasant smells that cause annoyance or tension in their homes and living scenarios at least once a week*,” said Benoit Veryser, Vice President of US Marketing for Lysol at Reckitt. “With the launch of the Lysol StinkCheck*, we’re giving the classic reality check a playful twist. This shareable content highlights how consumers can move beyond masking odors, thanks to Lysol Air Sanitizer’s ability to kill 99.9% of odor-causing bacteria and viruses^† in the air.”
Whether it’s your daughter’s soccer practice gear, roommate’s pet, or husband’s gym grind – let’s face it – the people you love the most have passions that can create a real stink. In fact, a recent survey conducted by Lysol found that 58% of people reported having an argument or awkward conversation with their partner, roommate, or family member over a recurring smell in the home.** That’s why Lysol is introducing the StinkCheck* – a no drama way to handle the stinky conversations with loved ones and a reminder to keep their stink in ‘check’ with Lysol Air Sanitizer, which kills 99.9% of odor-causing bacteria in the air.

• Avocados from Mexico

Avocados From Mexico^® is back on the field for another year of creating an always-good play for football fans everywhere. This season, the brand has tapped comedic genius Rob Riggle to help shoppers get ripe and ready for all the exciting gatherings ahead. With football and guac being the ultimate game day duo, Avocados From Mexico are here to turn any ordinary celebration into a touchdown of a time. As part of the brand’s national shopper marketing campaign, in-store displays will feature The Guac Guru, aka Riggle, showcasing how predictably good football and guac are together. In fact, 84% of professional American football fans say food is as important as the game itself . So, when fans purchase an Avocados From Mexico themed bag of avocados featuring the Guac Guru, they’ll be able to scan the QR code, snap a photo of their receipt and receive $1.50 cash back via Venmo or PayPal. The promotion runs from January 19 to February 8, giving fans plenty of time to take their Big Game party to the end zone. “Guacamole isn’t just a dip—it’s a Big Game essential,” added Stephanie Bazan, Senior Vice President of Commercial Strategy and Execution for Avocados From Mexico. “Pair Rob Riggle’s larger-than-life energy with our fresh avocados, and you’ve got a game-winning combo that guarantees avocados will be the real champs at every watch party this season.”

• Herschend

Crossmedia, an independent global media agency, announced its appointment as Media Agency of Record (AOR) for Herschend Family Entertainment Corporation (“Herschend”), one of the world’s largest family-held themed attractions companies. As AOR, Crossmedia will oversee an integrated, full-funnel media strategy, including planning, buying, and measurement across a number of Herschend destinations, resorts, parks and experiences. The partnership formally began September 1, 2025, with campaign activity set to launch in January 2026 Herschend operates more than 40 leading attractions and immersive experiences across North America, including Dollywood Parks & Resorts, Silver Dollar City Parks & Resorts, Wild Adventures Theme Park & Safari Campground, Kennywood, and Adventure Aquarium. United under the purpose of “Bringing families closer together by creating memories worth repeating®,” Herschend’s family of brands reaches audiences worldwide and attracts tens of millions of guests annually. Crossmedia’s remit includes developing full-funnel media strategies that drive demand generation for both destination properties and local attractions, enhance brand equity across Herschend’s diverse portfolio, support loyalty and CRM efforts, and expand reach to capture new audiences.
“Crossmedia stood out for their innovative approach to media and customer growth, as well as their deep expertise in measurement, analytics, and marketing technology,” said Tammy Lucas, CMO, Herschend. “The team’s chemistry with ours was clear from the start. Just as importantly, we share strong alignment in values and purpose, which reinforced our decision.”

• Hy-Vee

iProspect, a dentsu company,  will handle all media buying and planning across channels, including oversight of enterprise media for Hy-Vee and all its affiliates. The appointment expands on the network’s current relationship via its New Stream Media offering supporting the development and launch of Hy-Vee’s retail media network, RedMedia.  “As we expand our partnership, we are confident that iProspect will help accelerate our marketing evolution and drive effective media planning for our brand,” said Kathryn Mazza, Hy-Vee’s Chief Marketing Officer and President of RedMedia.
Hy-Vee, Inc. is an employee-owned corporation operating more than 560 business units across nine Midwestern states with sales of more than $14 billion annually.

•  e.l.F. Beauty

e.l.f. Cosmetics, a brand from e.l.f. Beauty announced a partnership with Twitch, powered by Amazon Ads, to become the first brand to run an all-new and native in-stream live-shopping element on the popular streaming service. Building on e.l.f.’s popularity with the Twitch community, this first-of-its-kind collaboration allows viewers to seamlessly purchase e.l.f. products directly through Twitch streams without interrupting their viewing experience. The eyes, lips, first. shoppable element will initially appear on e.l.f.’s official Twitch channel, e.l.f.YOU! Designed to keep audiences engaged while driving measurable business outcomes, this innovative ad format allows brands to connect with highly-engaged communities, turning authentic creator moments into instant product discovery and conversion — all without disrupting the viewing experience. “When we launched e.l.f.YOU! on Twitch, our vision was simple yet bold — to meet our community where they play, create and connect. Live Streaming on Twitch has always been about self-expression, and we saw an opportunity to ‘game-up’ the space by bringing beauty into the conversation and creating a safe space for every eye, lip and face,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture. We didn’t just want to show up on Twitch — we wanted to level it up, amplify voices that were often overlooked and prove that beauty belongs everywhere.”
Since launching its presence on Twitch in 2020, e.l.f. has built a vibrant community through engagement with gamers, beauty enthusiasts, and creators. The brand’s gaming initiatives have included custom tournaments, creator partnerships and limited-edition product collaborations that celebrate the intersection of gaming and beauty. e.l.f.YOU! on Twitch has become a top-performing channel: 43.3M+ Minutes Watched; 800k+ Chat Messages; 64,400+ Minutes Streamed on e.l.f.YOU!

• Piece of Cake Moving & Storage

Madison Square Garden Sports Corp. announced a renewed multi-year marketing partnership with moving company, Piece of Cake Moving & Storage, continuing their title as the Official Moving and Storage Partner of the New York Knicks. Piece of Cake Moving & Storage brand promotion will remain prominent throughout Knicks games at Madison Square Garden, highlighted by ten on-court contests and five promotional in-game features on GardenVision, underscored by “Moving Down Madison” where Piece of Cake will provide one lucky row inside The Garden with Prizes from Madison Square Garden and Piece of Cake. Additionally, Piece of Cake will have brand presence via in-arena LED signage throughout each season. In addition, Piece of Cake will be highlighted throughout several Knicks Season Ticket Member communications including e-mails and newsletters, as well as sweepstakes.
“The Knicks are an iconic part of New York, and we’re proud to continue our partnership with a team that embodies the energy and spirit of this great city,” said Voyo Popovic, Founder & CEO of Piece of Cake Moving & Storage. “As a company founded in New York City with our core customer base in the tri-state area, we’re proud to deliver unforgettable moments for Knicks fans both inside The Garden and throughout the city.”

• Domino’s

“Domino’s is proud to continue its long-standing tradition of participating in the St. Jude Thanks and Giving campaign,” said Joe Jordan, Domino’s chief operating officer and president – U.S. “Every child deserves to live their best life, and when customers purchase the St. Jude Giving Combo or add a donation to their pizza order, they help make cures possible for kids with cancer. We’re grateful to be able to provide customers with ways to give charitably while ordering the pizza they love. Thanks to the generosity of Domino’s customers, we know we can help make a difference.”
Since 2004, Domino’s has raised more than $143 million for St. Jude. In 2024, Domino’s made the historic announcement to expand its commitment to St. Jude to raise a total of $300 million by 2034, which will mark 30 years of fundraising for St. Jude.
Families never receive a bill from St. Jude for treatment, travel, housing or food – so they can focus on helping their child live. When St. Jude opened in 1962, childhood cancer was mainly considered incurable. Since then, St. Jude has helped push the overall survival rate from 20% to more than 80%, and it won’t stop until no child dies from cancer. St. Jude shares the breakthroughs it makes to help doctors and researchers at local hospitals and cancer centers around the world improve the quality of treatment and care for even more children.

Now through Jan. 4, 2026, Domino’s customers can help St. Jude in its lifesaving mission, simply by:

• Purchasing the St. Jude Giving Combo for $26.99, which includes:
  • Two large two-topping pizzas, an eight-piece order of Stuffed Cheesy Bread, a two-liter, and a $1 donation to St. Jude
• Adding a donation to St. Jude while placing an order over the phone, in stores or online
• Rounding up their order total online

Learn about Portada events scheduled for 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives.
Portada Chicago, March 19, 2026
Portada Live, CDMX, Abril 16,
Portada Los Angeles, June 4
Portada Live, NYC, September 17
To learn more about thought leadership and networking solutions for the above events, please get in touch with Marcos Baer at [email protected].

• MoneyGram

Global cloud communications platform Infobip and the MoneyGram Haas F1 Team are launched an interactive fan experience to deepen fan connections during the race week in Austin, Texas. With this latest collaboration, Infobip is reinforcing the MoneyGram Haas F1 Team’s image as a tech-forward, fan-first team in the digital era. Powered by RCS and WhatsApp, through this one-to-one engagement with thousands of fans simultaneously, Infobip is boosting the MoneyGram Haas F1 Team’s fan experience through richer race day experiences. Ahead of the race last Friday, 17 October, Infobip and the MoneyGram Haas F1 Team rolled out an interactive platform, both at the circuit and remotely, with the chance to gamify the race day outcome and win team memorabilia. This was available via WhatsApp and Rich Communication Services (RCS) messaging. RCS is the next-generation messaging protocol for smartphones that offers interactive features and branding opportunities that can help enhance fan engagement.

• L’Oreal

For more than five decades, ESSENCE has celebrated Black women as the architects of culture, power, and progress. This October, ESSENCE Black Women in Business continues that legacy with an intimate ceremony spotlighting six extraordinary women whose brilliance has reshaped industries and inspired generations. The celebration took place on Thursday, October 9, during a private luncheon, and streamed online on October 16. Presented in proud partnership with L’Oréal Groupe, ESSENCE Black Women in Business 2025 affirms ESSENCE’s commitment to honoring Black women across every sector — whether in Hollywood or Wall Street, leading others from the main stage to the boardroom.
This year’s honorees included Patti LaBelle, the Grammy-winning “Godmother of Soul,” who has sold more than 50 million records and expanded her artistry into a thriving lifestyle brand, Patti’s Good Life, now a staple in national retail. Ursula Burns, the trailblazer who became the first Black woman CEO of a Fortune 500 company, continues her influence today through board service and mentorship of the next generation of leaders. Monica Turner of Procter & Gamble is a dynamic and transformative business leader with a track record of delivering exceptional results throughout her career, including most recently as President of North America, the company’s largest and most profitable region.

• Mucinex

Mucinex, a brand for cough and cold symptoms*,  is introducing Mucinex Kickstart Severe Congestion & Cough. Delivering multi-symptom relief with an instant cooling sensation, this new product helps consumers power through tough mornings even when they’re feeling their worst. When you’re sick with cold and flu symptoms, mornings hit harder, and it takes a team to push through to reach greatness. That’s why Mucinex Kickstart has launched its new campaign, Kickstart to Greatness, supporting youth hockey, a community very familiar with early wakeups and tough morning practices. The campaign aims to support and highlight the commitments of youth hockey coaches, parents, mentors, and volunteers — who power through early mornings to shape the next generation of hockey stars. Mucinex is part of Reckitt’s trusted portfolio of health and wellness brands. To bring this campaign to life, Mucinex Kickstart has partnered with Jack Hughes, forward for the New Jersey Devils. As one of hockey’s top young talents, Jack understands the importance of feeling his best for early morning practices and the mentors who helped kickstart his career. “As someone who’s had great mentors throughout my journey, I know how important a strong support system can be,” said Jack Hughes. “That’s why I’m proud to partner with Mucinex Kickstart — a team of products built to relieve cough and cold symptoms and helps me power through my day, just like my coaches always have.”As part of the program, Mucinex Kickstart is teaming up with the USA Hockey Foundation to launch the Kickstart to Greatness Grants Program. This initiative will provide $20,000 in donations to support youth hockey leagues and their mentors by funding equipment, tournament travel, and essential program needs, ensuring that more young athletes have the resources they need to succeed in their athletic careers. “At Mucinex, innovation is at the core of everything we do, especially when it comes to helping people feel better, faster,” said Henry Turgoose, Vice President of Marketing for the Upper Respiratory business at Reckitt. “With the launch of the new Mucinex Kickstart Severe Congestion & Cough, we’re expanding our Kickstart portfolio to deliver even more powerful multi-symptom relief, paired with an instant cooling sensation, right when symptoms hit the hardest – in the morning. We’re proud to bring that innovation to life this cold and flu season while honoring the people who help kickstart greatness in others.”

• Wintrust

Wintrust Community Banks and Fig Factor Media celebrated achievements of 42 Chicagoland Latinx Leaders at Fourth Annual Community Awards During Hispanic Heritage Month
– Wintrust Community Banks and Fig Factor Media celebrated the outstanding contributions of Chicagoland Hispanic leaders during the fourth annual Latinx Community Awards on Sept. 29 at Wintrust Financial Corporation in suburban Rosemont. Gina Stuart, Senior Vice President of Diversity, Equity, and Inclusion at Wintrust Financial, emphasized the bank’s commitment to community and inclusion. The event was presented by Fig Factor Media, and sponsored by Wintrust Community Banks.  The awards, established in 2021, recognize local Latinx leaders who have made a meaningful impact in their communities and live or work in the banks’ suburban service areas, including Barrington, Hinsdale, Wheaton, Crystal Lake, and Schaumburg.

• Tourism Australia

Tourism Australia rolled out “G’Day Dogs” pop-Up activation in New York to promote aussie flavours and win a dream trip.  Last weekend, Tourism Australia brought its marketing efforts to the streets of New York City with a fun and engaging food truck campaign drawing in both foodies and would-be tourists. Locals were invited to partake in a distinctive culinary experience during the October 16–19 “G’Day Dogs” pop-up initiative, which celebrates Australian culture through its popular hotdog counterpart, the “Snag”, and offers a chance to win a $20,000 trip to Australia. The heart of the “G’Day Dogs” campaign lies in its distinctive culinary offerings that present five variations of the Australian “snag” – a sausage in bread, Australia’s version of the classic hot dog. The pop-up activation features creations that highlight Australian produce and native ingredients, giving a taste of the country’s diverse regions and cultural icons.The “G’Day Dogs” campaign isn’t limited to just the pop-up food truck itself. To ensure maximum reach and engagement, Tourism Australia has harnessed a variety of marketing channels. The activation is being heavily promoted via Instagram and TikTok, where influencers and social media campaigns are helping to spread the word. This approach taps into the modern, digital landscape to ensure that the campaign reaches a broad and diverse audience. In addition to digital marketing efforts, the campaign is further supported by traditional out-of-home (OOH) advertising elements, such as mobile billboards and wall posters, ensuring that New Yorkers are constantly reminded of the opportunity to enjoy a taste of Australia. The integration of OOH and social media is a strategic move designed to create a comprehensive promotional experience, reinforcing Tourism Australia’s message across multiple touchpoints. A significant part of Tourism Australia’s marketing strategy for the “G’Day Dogs” campaign involves the use of influencer marketing. Influencers in the food, travel, and lifestyle sectors have been enlisted to help spread the word about the pop-up food truck, driving engagement and curiosity among their followers. By tapping into the reach and influence of these online personalities, Tourism Australia is able to extend its campaign to a broader audience that may not have been reached through traditional advertising.