Restaurants Brands International, DoorDash, DishLatino, Apartments.com… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Restaurants Brands International
Restaurant Brands International (RBI), announced that PHD, within the Omnicom Media Group, will serve as its media agency of record for several of its portfolio brands (Burger King U.S., Popeyes U.S. & Canada and Tim Hortons U.S.). And, OKRP will serve as creative agency of record for Burger King U.S. Additionally, Popeyes will retain GUT as its creative agency of record.
PHD and OKRP will help in the next stage of growth to achieve world-class relevance with today’s guests and to serve as true extensions of the internal marketing teams. The decision to engage PHD as a media partner across brands signals a change for RBI and its brands towards a portfolio view — a shift that optimizes media efficiency and effectiveness across RBI with consistent standards to leverage scale and maximize purchasing power. While each brand will maintain a unique vertical within the broader partnership, a portfolio relationship leverages the buying power of all brands. PHD brings a strong background of QSR experience, and they will be leveraged as a strategic business partner responsible for accelerating a data-driven, omni-channel planning approach for each brand. Check out our recent interview with Jean Paul Ciaramella, Media Lead, Popeyes NA, on how Popeyes tackles audience fragmentation and obtains 20% savings in media costs.
DoorDash debuted its first-ever Hispanic marketing campaign last Monday April 18 across national TV, digital, and social activations. The creative was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.” “DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”
Alfredo Rodriguez, VP Latino Center of Excellence at the Dish Network tells Portada that going forward DishLatino will be using tentpole events such as the upcoming 2022 Soccer World Cup to promote its brand. In addition, Dish supplied the first results of if its recent “Latinos como tú” “Latino Like You” campaign. The campaign starred actor Eugenio Derbez and beloved icon El Chavo del Ocho, According to Dish Latino, the campaign so far received over 19.8 million views on social media. The editorial coverage in national broadcast provided US $1.5 million in earned media value. Additionally, the Latinocomotu.com site saw an increase of 4,700% of overnight traffic to the site as well as a 432% increase in unique site visits versus monthly average. Finally, according to advertising research firm Ameritest, the DishLatino ad was the highest rated over the period since the ad was launched: Compared to Ameritest Hispanic norms, “El Chavo” reaches the 95% percentile of all ads tested on attention and on its overall APS score. Read our feature on Inside Dish’s Latino Center of Excellence: Why It is Different.
At 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 firstname.lastname@example.org.
Apartments.com released the first in a series of new TV spots as part the company’s 2022 marketing campaign. The new campaign – developed in partnership with Rubin Postaer and Associates– gets to the heart of what matters most to renters, as many prepare to make their first move in the wake of the COVID-19 pandemic. In an effort to ensure the creative resonates with renters and their shifting behaviors, Apartments.com surveyed over 25,000 prospective renters to better understand how the pandemic has impacted renter behaviors and influenced their priorities. “The past two years have changed how many people work, live, socialize, and even parent,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “With our 2022 marketing campaign, we’ve evolved our brand to reflect the changing behavior of renters across the country.” Over the coming weeks, Apartments.com’s new campaign – which includes TV spots and digital and social videos – will become increasingly omnipresent nationally. Given the rising popularity of streaming services, the brand will amplify its advertising presence among top platforms, such as HBOMax, Paramount+, Hulu, Peacock, YouTube, iHeart Radio, Spotify, Pandora, and many others. With the new campaign, Apartments.com seeks to connect with renters like never before through custom content and unique creative developed specifically for renters’ favorite social and digital video platforms, including TikTok, Instagram, Snapchat, YouTube, and Facebook. The brand will also launch several new social series developed in partnership with top-tier influencers across all renting categories, including DIY projects, pet life, apartment tours, apartment living tips and tricks, and more.
The University of Massachusetts Boston launched a new brand and marketing platform aimed at telling its story and updating the university’s visual identity to reflect its unique and increasingly important place in the Commonwealth as a source of academic and research excellence, upward mobility, and social enlightenment and leadership. UMass Boston’s enhanced visual identity will include a new brand mark that highlights the university’s connection to Boston and its mission and service as a beacon in urban higher education. The new visual identity will be highlighted in multiple marketing platforms, including billboards, broadcast, social and print media.