Raymour & Flanigan, Fuel by Franzia, Cheesecake Factory and Four More Brand Moves

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

• Raymour & Flanigan
  

  Furniture retailer Raymour & Flanigan has awarded its US $120 million media account to PHD USA. “From our perspective, this decision came down to which partner we believed could drive the greatest results for our business – who can be aggressive, innovative, and high-performing. PHD showed a strong ability to measure what’s happening in the market and connect media decisions directly to business results. That gives us confidence we can move faster, learn faster, and stay disciplined with our investment,” said Seth Goldberg, President, Raymour & Flanigan. “Raymour & Flanigan is at an inflection point in how we connect brand, performance, and the customer experience. We were looking for a media partner who could move at the speed of retail, bring strong local market expertise, and help us make smarter decisions through data and AI. PHD demonstrated a clear understanding of our business, our markets, and our growth ambitions, and we’re excited to partner with them as we continue to evolve our full-funnel media strategy,” noted  Michele Watkins, Chief Marketing Officer, Raymour & Flanigan.

• Fuel by Franzia

From pre-race rituals to unforgettable race-day celebrations, NASCAR  announced a new multiyear partnership with Fuel by Franzia, naming the brand the Official Wine-Based Ready-to-Drink (RTD) Partner of NASCAR beginning in 2026. As part of the collaboration, Fuel by Franzia, an RTD cocktail brand, will become the first-ever pit road entitlement partner for the Daytona 500 at Daytona International Speedway. The brand will own pit road, connecting fans with the action where every second — and every stop — matters. Fuel by Franzia will be highly visible through track wall signage, pit-in and pit-out signage, pit stripe signage and integration within The CW broadcast throughout 2026 Daytona Speedweeks. NASCAR fans 21-plus will be able to “fuel up” their race day with bold flavors like Hard Punch and Tiger’s Blood in the Daytona International Speedway Midway and at the Full Throttle Festival on Saturday night.“NASCAR delivers unmatched, full-throttle energy and a deeply connected fan base — and that’s exactly where Fuel by Franzia belongs,” said Helen Kurtz, Chief Marketing Officer, The Wine Group. “With Fuel by Franzia entering the RTD space, this partnership with NASCAR is a game changer for the brand, placing us at the center of race-day culture and giving us the opportunity to connect with NASCAR’s passionate fan base through bold experiences and social moments.” Fuel by Franzia will activate at select NASCAR-owned tracks year-round, including at Talladega Superspeedway, Kansas Speedway, Homestead-Miami Speedway and Naval Base Coronado race weekend. The partnership unites two brands rooted in bold innovation and creating unforgettable moments — bringing Fuel by Franzia’s full-throttle flavor, ready-to-drink offerings into the heart of NASCAR’s live event environment and fan culture. As an Official Partner, Fuel by Franzia will engage fans through national promotions, custom content, at-track activations and marquee entitlements at some of NASCAR’s most iconic venues. Together, NASCAR and Fuel by Franzia will deliver a bold, fan-forward partnership that blends speed, celebration and unforgettable race-day moments for audiences 21 and over.

• Cheesecake Factory

StrawberryFrog has been named media agency of record for The Cheesecake Factory^®, the agency announced. The win follows a competitive review conducted in Q4 2025. In its new role, StrawberryFrog will oversee media planning and buying across all paid channels. Work is underway, with the agency’s first campaigns launched this year.

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. Coming up:
Portada Chicago, March 17, 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 events above, please contact Marcos Baer at [email protected].

• Major League Soccer

In one of the most momentous soccer years in North America, Major League Soccer (MLS)  unveiled an expansive, year-round fan engagement plan—an integrated marketing program built to introduce more North American consumers to soccer and convert heightened global interest into ongoing passion for MLS, its Clubs, and its culture. This is the first campaign produced by Ogilvy, MLS’ recently named marketing agency of record.
The MLS 2026 fan engagement initiative connects national marketing, global storytelling, and local fan engagement across the season. Unified under a single consumer vision, MLS and its clubs speak with one voice—aligning national and local efforts to grow the sport, expand its audience, and deepen the culture of soccer across North America. The plan kicks off in February with “MLS Is Back, featuring three campaigns and a coordinated strategy to launch the season. A national marketing and media campaign designed to elevate MLS during a critical World Cup year.
The Campaign is three-pronged:

• “The Call,” featuring Magic Johnson and MLS Stars, launched on February 12. It is a social-first campaign inviting fans to experience MLS. Featuring LAFC owner Magic Johnson and MLS stars Son Heung-Min, Matt Freese, Diego Luna, and Joseph Paintsil, the spot transforms a training session into a joyful, fan-forward moment that captures the fun and passion players bring to the sport they love. The campaign meets fans where they are—from matchdays and stadiums to digital platforms—connecting them to the energy and excitement of MLS. The Call also includes social extensions featuring international soccer creator Céline Dept, along with customized content from MLS players to be shared across their individual social channels.
  Featured talent include:
  MLS Owner: Magic Johnson (Los Angeles FC)
  MLS Players: Son Heung-Min (Los Angeles FC), Matt Freese (New York City FC), Diego Luna (Real Salt Lake), and Joseph Paintsil (LA Galaxy).
  Social creator: Céline Dept (54+ million followers on YouTube, 18+ million followers on TikTok, and 5+ million followers on Instagram).
•  Walmart Saturday Showdown: A new Saturday primetime platform on Apple TV built around rivalry and unpredictability, headlined by Inter Miami CF at Los Angeles FC at the Los Angeles Coliseum on February 21. To launch Saturday Showdown, the following initiatives will roll out:“Where the Drama Lives” Campaign (Feb. 16): Introduces the platform with a new campaign emphasizing anticipation, rivalry, and the emotional stakes that define MLS. Launching across paid media, out-of-home, broadcast, and digital channels, the campaign brings fans the drama, non-stop action, and unpredictability that make MLS impossible to miss.
  Fan Activation (Feb. 20): Walmart will host an immersive experience at NYA Studios in Hollywood featuring MLS legends, celebrity hosts, interactive games, and collectible prizes, giving fans a preview of the excitement of Saturday nights on MLS.
• Sunday Night Soccer presented by Continental Tire: Returning on February 22 on Apple TV and international distribution partners, with New York City FC at LA Galaxy. Sunday Night Soccer reimagines Sunday evenings as a national soccer ritual and will be supported by a new campaign and fan activation:
  “Sundays Are Made For This” Campaign (Feb. 18): Celebrates the transformation of Sunday nights into a stage for energy, spectacle, and marquee MLS moments. The campaign repositions Sunday evenings as a national ritual and is supported by a player-led content series across social platforms and local club markets.
  Sunday Night Soccer Couch (February 19-20): A mobile fan activation traveling throughout Los Angeles that merges the comfort of home viewing with the thrill of being live at the stadium. The activation will feature special guests to engage fans in the lead-up to Opening Weekend.

• Kia

  Broadcasting initially during the 2026 Winter Olympics, Kia America debuted a new creative campaign for the much-anticipated second-generation Kia Telluride SUV. The first of two dedicated Telluride spots will continue airing during the 2026 NBA All-Star Weekend later this month and through the FIFA World Cup 2026 this summer. The spots highlight everything that made the first-generation Telluride so popular – capability, design, technology, and safety – and introduce the turbo hybrid powertrain now available for the first time on Telluride as well as the X-Pro model’s rugged capabilities. “Horse Herder” follows a rancher helping his best friend, an aging Australian Shepard, continue doing what he loves. With the beloved dog in the comfortable second row, they set off to round up some horses that have gotten loose. We see the Telluride X-Pro’s impressive capability as it powers over hills, rocks, and rough terrain until it catches up with the herd. “With more power, more room, bold new styling, and a standard turbocharged engine, we are thrilled to bring the all-new Telluride X-Pro to our customers as we open the next chapter of the Kia Telluride story,” said Russell Wager, vice president, marketing, Kia America. “The Telluride is Kia’s most-awarded vehicle in the U.S, and our owners believe the SUV enriches their lives and allows them to do more, and our focus throughout the launch will be to tell stories that connect with people on a personal level.”

  With greater overall length, more cargo space and interior roominess, along with a sanctuary-like cabin outfitted with features and materials typically found in luxury SUVs, the second-generation Telluride arrives standard with a turbocharged powertrain and will also be available with a turbocharged hybrid powertrain with up to 329 horsepower and has a rating of a Kia-estimated 35 MPG combined¹ for the EX FWD. Thoughtful features abound. Available full LED Ground Lighting and a new Ground View Monitor² (X-Pro trim exclusive), standard wireless Apple CarPlay³ and Android Auto⁴ across every trim level, along with a host of new convenience and technology features, set a new benchmark.

  The 360-degree campaign for the new Telluride consists of TV, CTV, paid social, paid digital lifestyle, out-of-home and owner channel components. Broadcast elements include :30s & :60s broadcast spots and :15s & :06s cut downs that highlight specific elements of Telluride including the X-Pro design; the available improved 9.1″ ground clearance; and available front recovery hooks⁵. A second broadcast spot titled “Sea Lion” will debut in March.

• Nordstrom 

  In 2026, Nordstrom celebrates its 125th anniversary — an extraordinary milestone that honors a rich heritage while setting the stage for an exciting new chapter. Nordstrom is proud to partner with many of the world’s most influential and inspiring brands, and this year, those partners will help bring the celebration to life. To mark Nordstrom’s 125th anniversary, the company will launch a yearlong series of standout brand activations designed to surprise, delight, and engage customers.
  Nordstrom will have something new to discover and celebrate every month. Customers can look forward to exclusive product launches, engaging events with notable brand founders, and unique experiences from iconic partners such as Chanel, Christian Louboutin, Brunello Cucinelli, Manolo Blahnik, and Tory Burch. The excitement continues all year with collaborations from leading brands, including Ugg, Birkenstock, Nike, Adidas, On, and many more. The 125th anniversary celebration officially kicks off during fashion week, with special events in New
  York City and Paris to toast the milestone and thank Nordstrom’s valued industry and brand partners. Later in the year, the company will launch a marketing campaign highlighting customer stories across TV and social channels, and in the company’s hometown of Seattle, Nordstrom will partner with local institution MOHAI (Museum of History & Industry) to open a retrospective this summer.

• TD Bank 

TD Bank Group announced the launch of its new brand platform — More Human™ — a significant milestone that reflects how the Bank’s strategy, culture and customer experience come together to deliver for clients in a digital-first world. The platform unifies TD under a single identity across Canada and the United States for the first time, reinforcing the Bank’s commitment to creating simpler, more intuitive experiences shaped around people’s needs. To introduce the new brand platform at scale, TD is launching a multimedia campaign across North America, debuting with a 60-second ad during the televised broadcast of football’s biggest game in Canada and launching simultaneously in the U.S. across highly visible television and digital channels. This marks the start of a comprehensive, multi-channel rollout of the More Human brand across platforms and touchpoints throughout the year. As technology and AI are reshaping how people live, work and bank, everyday experiences can feel more complex and less personal. TD’s belief — that progress needs people — is central to its new brand. Rooted in the Bank’s strategy, the platform reflects TD’s view that while banking is becoming more digital it has never been more important that it also feel intuitive, genuinely helpful, and above all, More Human. “Banking works best when it’s built around people,” said Tyrrell Schmidt, Global Chief Marketing Officer, TD Bank Group. “As we continue investing in our digital capabilities, our focus is on ensuring that progress genuinely helps people by making banking at TD feel simpler, more empathetic, and client-centric. More Human brings that conviction to life — reinforcing that technology should strengthen human connection, not replace it.” The campaign’s hero ad, “The Delivery,” features a small delivery robot navigating a bustling city with help from people along the way. It creatively expresses TD’s belief that the digital future should also be a human one. As part of the launch, TD has also unveiled a new visual identity, introducing a more dynamic, modern and simplified look designed to feel simpler, warmer and more human in a digital-first environment.