Pepsi, California Strawberries, Albertsons Companies… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Pepsi 

Pepsi Stronger Together and Grammy-nominated recording artist, entrepreneur and philanthropist Fat Joe are teaming up, in partnership with Gamesa Cookies, one of Mexico’s most beloved consumer food brands and largest manufacturer of cookies, to create a bigger stage for aspiring musicians and artists – by launching their first national scholarship search. The program, part of PepsiCo’s series of grassroots initiatives tailored to local communities, aims to support underserved youth nationwide by inviting students to apply to receive one of four US$25,000 scholarships towards an education in music and arts. The program kicked off in New York City on June 12 where Fat Joe will serve as Padrino (Godfather) of the Puerto Rican Day Parade on the Pepsi Stronger Together and Gamesa float. He will be joined by NYC radio personality Angie Martinez, former Bronx borough president Ruben Diaz Jr., and singer Tony Sunshine. Following the NYC kick-off, Pepsi Stronger Together and Gamesa will take the tour national with stops in Los Angeles, supported by internationally celebrated photographer and filmmaker Estevan Oriol, and Houston, with help from Texas rapper and scene icon Bun B, before culminating in Miami. The four scholarship winners will be announced in October at iHeartRadio’s Fiesta Latina concert in celebration of Hispanic Heritage Month. High school seniors nationwide can apply online at PepsiStrongerTogether.com until September 20, 2022. Each of the four cities will also feature a designated site where students can apply in person with the help of on-site staff, starting with Fat Joe’s UP NYC store in the Bronx. As an extension of PepsiCo’s Racial Equality Journey efforts, this national scholarship program focused on music and arts adds to PepsiCo’s community investment, which together with the PepsiCo Foundation, includes a commitment to provide more than 4,000 community college scholarships to support Black and Hispanic students pursuing 2-year and 4-year degrees.  

  • California Strawberries

 

The California Strawberry Commission hosted an exclusive “Million Ways to Love Strawberries” event at the Santa Monica Proper Hotel to celebrate peak strawberry season, the unique versatility and love consumers have for the vibrant, healthy berry, and the extraordinary people who grow them. California strawberry farmers Neil Nagata and Mayra Paniagua represented the hundreds of strawberry farmers who grow nearly 90 percent of the nation’s strawberries on less than 1 percent of the Golden State’s farmland. Many are second-and third-generation farmers with a long history of demonstrating love and care for the land and the people who grow and harvest the fruit, and for the communities where they live.  Without farmers and farmworkers, it would be impossible to get strawberries to grocery stores across the world. Celebrity actress, singer, entrepreneur and mom of three, Christina Milian was there to celebrate all things strawberries and share a special strawberry version of her beignets from Beignet Box. Other notable food and nutrition influencers were there to serve guests their fabulous strawberry creations, including:Arnold Myint, Matthew Biancaniello,Dani Flowers, Cecilia Cid, Mascha Davis, Donna Colucci and Aspacia Kusulas.

  • Albertsons Companies

Pacvue, a marketplace advertising platform, announced that it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies, to expand access to on-site advertising. Consumer Packaged Goods (CPG) advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns on Albertsons Cos. Retail Media Network, powered by the CitrusAd open API, which connects Pacvue to the Albertsons Cos. eCommerce sites.Pacvue clients can now expand their advertising to this new retail media network while continuing to rely on Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting, and smart optimizations.With over 100 million shoppers across the country, including more than 2,200 store locations and approximately 30 million members of Albertsons for U™ loyalty program, media placements on Albertsons Cos. owned properties allow advertisers to reach more consumers through omnichannel retail. Now, advertisers can access the same inventory with the software provider of their choice.Built by eCommerce veterans and supported by an expert team of practitioners dedicated to guiding eCommerce advertisers through new ad strategies, Pacvue is uniquely positioned to help brands leverage the opportunities of Albertsons Cos. online media. The Pacvue Advertising platform includes AI-powered automation tools, fully customized reporting, and competitive intelligence to help brands compete and win.

Portada LiveAt 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 michelle@portada-online.com.

  • Cardenas Markets

Ontario, Calif.- based Cardenas Markets is expanding its Southern California footprint through the acquisition of six Rio Ranch Market store locations. Cardenas operates in California, Nevada and Arizona, with 51 stores under the Cardenas Markets banner, seven stores under the Los Altos Ranch Markets banner and one store under the Cardenas Ranch Markets banner. Rio Ranch Markets, founded in 1983, has only the six stores in Chino, Banning, Fontana, Perris, Riverside and San Bernardino, according to the release. During the transition period, no immediate changes are expected to the operations of Rio Ranch Market stores, Cardenas’ news release said. Rather, the group of stores will be gradually integrated. The transaction is expected to close by mid-July.

  • Volvo Trucks

Volvo Trucks North America has awarded Raleigh, NC-based  Baldwin& agency duties following a competitive pitch, Mediapost reported. Previously, Volvo worked with several agencies and there was no lead agency incumbent. The agency has been working with Volvo since 2021, serving as social media AOR. So the win represents an expansion of its remit. Baldwin& will handle all strategic advertising and marketing initiatives for the company. Media is not part of the remit.

  • McDonald’s

In McDonald’s latest OOH advertising campaign in the United Kingdom, a singular location pin is integrated into iconic McDonald’s products including a Big Mac, gherkin, strawberry milkshake and fries in the minimalist, graphic posters. The use of bold iconography, familiar colour palette and the use of ‘we deliver’ ensure the OOH creative is distinctly recognisable as from McDonald’s. The campaign is the latest in a series of minimalist OOH work from McDonald’s leaning on the power of the brand’s distinct visual assets, specifically the famous Golden Arches. The work follows McDonald’s latest campaign, one’s lovin’ it, which went live in May to celebrate Her Majesty The Queen’s Platinum Jubilee Pageant.Steve Howells, Director of Marketing & Media, McDonald’s, said: “McDelivery is a key pillar of our business. With this Pins campaign, we are reminding our customers that they can enjoy their favourite McDonald’s products, wherever they are, thanks to McDelivery.” OMD is handling OOH media planning and buying. 

 

 

 

 

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Portada Staff

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