Olive Garden, Diageo and 10 Other Brand Initiatives

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Olive Garden 

Havas Media Network has been named the media agency of record for Olive Garden in the United States, the nation’s leading brand in the Italian casual dining category. In this new role, Havas Media will be responsible for strategic communications planning and video media investment for the iconic restaurant chain. The appointment follows a competitive agency review, in which Havas Media Network emerged as the chosen partner. The agency will enter a 45-day transition period and oversee Olive Garden’s Upfront media investment for the current year. As Olive Garden continues to explore innovative strategies to engage with its guests across platforms, its collaboration with Havas Media will leverage the agency’s proprietary Converged Operating System. This includes advanced tools like propensity modelling, AI planner, and CTV Pulse, enabling highly personalized and data-driven media solutions. Havas Media Network will also support both brand-building efforts and promotional campaigns.

• Diageo 

Diageo has been named Official Spirits Supporter in North, Central and South America for FIFA World Cup 26™. FIFA and Diageo are teaming up for the first time ever for the FIFA World Cup 26™ in North, Central, and South America. Diageo will activate in each of the 16 Host Cities across Canada, Mexico, and the United States and promote the collaboration throughout the Americas. Diageo will use the opportunity to promote brands, including Casamigos and Don Julio tequila, Buchanan’s and Johnnie Walker Scotch whisky, and Smirnoff vodka. Salvador Padron, Global VP Marketing, Don Julio, will be one of the major brand leaders speaking at Portada’s Marketing in Multicultural America Summit on June 5 in Los Angeles.

• Coca-Cola

Coca-Cola is returning its “For Everyone/Para Todos” campaign, celebrating togetherness and the brand’s universality for a new generation. Originally launched over 20 years ago in Argentina, “Para Todos” became a cultural touchstone, emphasizing that Coca-Cola is a beverage for everyone. Now, with refreshed storytelling and production, the spot is making its long-awaited return, adapted for today’s multicultural audiences in English and Spanish. To understand the ins and outs of this new campaign,  Portada talked to Alex Ames, Senior Director of Creative and Content, Coca-Cola, and Stephanie Eaddy, Senior Director of Cultural Marketing, The Coca-Cola Company.

• Beyond Yoga

Beyond Yoga, the activewear brand recognized for its inclusive sizing, has appointed UM as its U.S. media agency of record after a competitive review, both companies confirmed to ADWEEK. The brand, which is owned by Levi Strauss & Co., chose the IPG Mediabrands agency to lead a full-funnel media approach spanning TV, programmatic, paid social, affiliate, digital out-of-home, and search. According to COMvergence, Beyond Yoga’s annual media spend in the U.S. is estimated at US$5 million. UM already had an existing relationship with the parent company, having taken on the Levi’s Americas media account in 2019 and being named global media agency of record across 40 markets in mid-2024. Acquired by Levi’s in 2021, Beyond Yoga operates independently out of Southern California and reported US$131.1 million in revenue for fiscal year 2024, marking a 13% year-over-year increase. UM is set to support an upcoming brand campaign launching later this year. Additionally, in March, Beyond Yoga hired Shadow to manage media relations and influencer marketing.

• Marriott International

Marriott International announced it has reached an agreement to acquire the lifestyle brand citizenM, a unique and innovative offering in the select-service segment. The transaction is expected to accelerate Marriott’s global expansion of its select-service and lifestyle lodging offerings, as the company continues to focus on expanding its portfolio to provide even more exciting options for guests and Marriott Bonvoy members around the world. The citizenM global portfolio currently consists of 36 open hotels, comprising 8,544 rooms, across more than 20 cities spanning the U.S., Europe, and Asia Pacific, including gateway cities like New York, London, Paris, and Rome. The brand’s current pipeline includes three under-construction hotels totaling over 600 rooms that are anticipated to open by mid-2026, with the prospect of significant additional growth across Marriott’s global regions over the next decade.At closing of the transaction, Marriott will pay US$355 million to acquire the brand and related intellectual property. Following closing, the citizenM portfolio will become part of Marriott’s system, with the hotels owned and leased by the seller subject to new long-term franchise agreements with Marriott. Stabilized fees for the open and under-construction pipeline portfolio are anticipated to be approximately US$30 million annually. The seller may also receive earn-out payments up to us$110 million that are based on the future growth of the brand over a specified, multi-year timeframe. These payments would not begin until the fourth year following closing. The closing of the transaction is subject to various customary conditions, including U.S. regulatory approval.

• Ikea

IKEA U.S. has selected David, part of WPP, as its new creative agency, and Alma, under the Omnicom Group and part of the DDB network, to lead its multicultural marketing efforts, according to AdAge. The appointments follow a competitive agency review involving several of the industry’s top players. Starting September 1, David New York will act as IKEA U.S.’s creative agency of record, while Alma will oversee the brand’s multicultural strategy.In 2024, IKEA U.S. significantly increased its advertising investment, with measured media spending rising to US$220 million, up from US$191 million in 2023, according to data from MediaRadar.

• Hyundai

Hyundai continues to blend innovation with comfort to create meaningful moments for families and individuals and is showcasing that in its national marketing campaign for the all-new Hyundai IONIQ 9 titled, “Space to Connect.” The campaign spotlights the IONIQ 9, a three-row electric SUV designed to redefine family mobility and digital lifestyle integration. It offers a space to welcome everyone, no matter which row they’re in. The campaign features a 30-second hero ad titled “Hello, Space,” showing how IONIQ 9 brings people together meaningfully with class-leading interior space[i], advanced tech, and lifestyle versatility. An additional 30-second companion spot titled “Inner Space” will also run throughout the year, highlighting interior tech and range capabilities. Ad buys will include a variety of high-profile placements on national TV, including during the NBA Playoffs and NHL Playoffs. Digital video will stream across Hulu, Amazon, and Netflix in addition to audio and podcast airings across top platforms like iHeart, Spotify, SiriusXM, and Pandora. Social will inform and engage targeted audiences on various social media platforms. Content will also include online video, CRM, owned social media, experiential,l and more. The “Space to Connect” campaign was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, while its media agency, Canvas, coordinated the media buys.

• Juanita’s Foods

Apex Capital, a private equity firm focused on investing in the consumer sector across the Americas, announced the acquisition of a majority stake in Juanita’s Foods, a leading producer of authentic Mexican food products in the United States. The De La Torre family will retain a significant ownership interest and continue their involvement in the business. Juanita’s Foods is a beloved brand with deep roots in the Hispanic community in the United States, widely recognized for its commitment to quality and authentic Mexican flavors.Through this strategic partnership, Apex Capital aims to support Juanita’s growth by honoring its strong heritage, seeking to preserve stability for employees and customers, and driving innovation across its product portfolio. Core to Juanita’s continued mission will be a focus on operational excellence, cultural authenticity, and meaningful community engagement.Apex Capital is affiliated with Grupo Mariposa, a food and beverage conglomerate with over 140 years of history and operations in 16 countries. This partnership exemplifies Apex Capital’s broader strategy of investing in category-defining consumer businesses and scaling them through its proprietary operational framework. This model leverages key value drivers including commercial acceleration, digital transformation, organizational development, supply chain optimization, and sustainability initiatives — all aimed at delivering value creation and long-term growth across its portfolio.

• Guayakí Yerba Mate

Guayakí Yerba Mate, the pioneer of regenerative yerba mate beverages in North America, is rebranding as Yerba Madre™, a new name that reflects a deepened commitment to people and planet, and the ancestral roots of yerba mate. “Yerba Madre”—meaning “Mother Herb”—honors Mother Earth and the Indigenous knowledge at the root of the brand’s nearly 30-year journey. The brand’s original name, Guayakí, was inspired by its first partnership in 2002 with the Aché Kue Tuvy community in Paraguay. What began as a single collaboration has grown into direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay working together to regenerate the Atlantic Forest and preserve the cultural heritage of yerba mate through organic, shade-grown cultivation.” This rebrand is about coming back to our roots and recommitting to the mission that inspired the company decades ago,” said Alex Pryor, co-founder of Yerba Madre. “Yerba mate is more than a beverage, it’s a tradition, empowering cultural and ecosystemic relationships. Yerba Madre honors the communities who have grown the yerba mate plant while ensuring the regeneration of the forest and its sacred value.”The first product to debut under the Yerba Madre name will be Regenerative Organic Certified® Traditional Air Dried Yerba Mate Loose Leaf, the first-ever yerba mate to earn Regenerative Organic Certified® Gold status. Cans and bottles will begin transitioning to the Yerba Madre name later this summer, with Canadian packaging following in December. Yerba Madre also builds on what fans know and love about the brand, which is often referred to simply as “yerba” or “the one in the yellow can.” The iconic yellow can is here to stay, updated with original design elements as a nod to its roots and a bold step into its future. Yerba Madre remains the leader in ready-to-drink yerba mate with an 85% market share in North America with products available at more than 45,000 retail locations across the U.S. and Canada.

Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].

• Corona®

Corona® Sunbrew is now available nationwide for those looking for a new favorite beer. Brewed with real orange and lime peels, with a splash of real orange and lime juice, Corona Sunbrew is a Citrus-Y-Cerveza that fans will not want to miss. To toast to the national rollout of Corona Sunbrew, the brand is giving fans another unique combination to enjoy, just in time for summer. Corona is bringing speakeasies into the sunlight with the Corona Sunbrew SunYSpeakeasy, hosted by comedian and influencer Leo Gonzalez at a secretive New York City location on June 9. The speakeasy will invite fans to mix and mingle as they explore the many possibilities that can be unlocked when you bring surprising flavors together. Scrapping dark, dimly lit corners and unnamed cocktails for a vibrant and bold space, Corona Sunbrew will instead serve up citrus flavors at an iconic event for those who like to embrace the present moment by making it their own. To experience the new Orange-Y-Lime Corona taste, fans in New York, New Jersey, and Connecticut, 21 and older, can enter the Corona Sunbrew SunYSpeakeasy Sweepstakes by texting SUNBREW to 20102 starting May 7 for the chance to win an invitation to what is sure to be the juiciest event in the city. Fans across the country can also text and enter for the chance to win a three-day/two-night trip for two to New York City to attend. Corona Sunbrew is supporting its national rollout through a 360 campaign that includes bold influencer partnerships, along with digital, social, and paid investments to bring bursts of vibrant content to connect with Gen Z all summer.

• Knorr®

Knorr has teamed up with Martha Stewart to launch the Unlimited Time Menu, a clever take on fast-food limited-time offers that fans can now recreate at home anytime. The campaign, embracing “dupe culture” and TikTok’s celebrity lookalike trend, features Martha Stewart and a group of her lookalikes to show just how easy it is to whip up crave-worthy fast-food-inspired meals using Knorr’s flavor-packed staples like Bouillon and Rice & Pasta Sides. From a homemade K-Rib Sandwich to a comforting Mac n’ Chicken Bowl, the Martha-approved recipes promise fast flavor without the wait. Check out the full menu and recipes at Knorr.com/UnlimitedTimeMenu, and join the conversation with #UnlimitedTimeMenu.

• Albertsons®

Albertsons® Companies, Inc. announced the expansion of its business ecommerce platform to over 2,000 stores, including Albertsons, Safeway, ACME, Jewel-Osco, Shaw’s, Star Market, Vons, Pavilions, Tom Thumb, and Randalls. Available now, the business platform offers businesses of all sizes a seamless way to order essential food and break room supplies, along with cleaning and paper products from their trusted local grocer. Albertsons Cos.’ business ecommerce platform caters to a variety of industries and small business sectors, such as: Small offices, K-12 schools, Local government and community organizations, and Residential programs. In addition to a wide range of snacks, beverages, catering, paper products, and more, the Albertsons Cos. business service offers a variety of business-focused features, including same-day delivery, flexible payment options, white-glove service, free business account, no minimum purchase, no online markups, and online tax-exemption.* New business customers can save US$30 on their first purchase with code BIZSAVE30.