SALES LEADS: Goya Foods, Pure Barre, Moët Hennessy…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier [email protected].

For prior Sales Leads editions, click here.

  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches the ‘Better for You’ product line, categorizing its current product portfolio in addition to new Goya products.  The line features over 300 products with over 40 variations of low sodium and organic beans, organic olive oil, organic rice, brown rice, quinoa, chia, amaranth, frozen vegetables, fruits, coconut water, diet beverages, and low sodium condiments. Goya has produced and distributed over 1 billion products marked with the MyPlate/ MiPlato logo and created more than 250,000 copies of two editions of the MyPlate/ MiPlato cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, schools, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and continue to focus on the health and wellbeing of their consumers.

  • Pure Barre

Pure Barre has selected Zimmerman as its first AOR agency of record. The agency will be responsible for a major branding push for the fitness chain and has been tasked with building a brand identity, user-generated content, a website, paid social and digital advertising.



  • Moët Hennessy

Just in time for the upcoming National Tequila Day this July 24, Moët Hennessy announced it will enter the Tequila category this year with the US launch of super-premium line Volcan de mi Tierra. The line originates in the state of Jalisco, the birthplace of tequila, and it is there that many make a day trip from Guadalajara to learn more about the spirit with tours and tastings. Guadalajara is the birthplace of tequila.Travelers looking to partake in authentic National Tequila Day celebrations (or anytime the mood strikes) can enjoy one of the many personalized experiences during their time in Guadalajara:Travel to Guadalajara is easily accessible via the Miguel Hidalgo International Airport (GDL), which is located 24 miles from the city center of Guadalajara, with non-stop daily flights from major markets across the United States and Canada. The region is what propelled Hennessy to have its line created there, so the opportunity to learn more and see the distilleries with tastings of the world’s tequila is 100% worth the excursion.Volcan De Mi Tierra Blanco and Volcan De Mi Tierra Cristalino will be available to taste at fine restaurants and bars that respect the craft of the cocktail.

  • Tajín International Corporation

 As Mexican cuisine continues to influence American taste buds, Tajín International Corporation has launched “American Table,” a new total market brand campaign that promotes the multiple uses of Tajín Clásico seasoning. The campaign highlights ways to bring out the flavor of foods found in the American diet that are considered good for you, such as fruits and vegetables. With this approach, Tajín seeks to appeal to the hearts and taste buds of diverse populations in the United States.The campaign, launched this spring, will be supported with a cross-screen media initiative. Local television will be the primary way the brand will promote the new commercial with airings scheduled to take place in top English language broadcast stations as well as leading cable networks in five local markets, which include Los Angeles, San Francisco, Houston, San Antonio and Phoenix.The campaign rollout will also contain a strong digital approach that includes dynamic multi-platform executions in the form of standard display ads as well as mobile, e-mail marketing, digital couponing, social media and retail-location-based advertising.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • The Tourism Authority of Panama (ATP)

The Tourism Authority of Panama (ATP) with its new WPP-owned agency VML are introducing a new advertising campaign to attract adventurous visitors.With few all-inclusive luxury resorts. The creative – shot by filmmaker Vincent Urban – suggests the “lush rainforests are for wanderers, rugged mountains for explorers…and forbidden islands for adventurers seeking the last vestiges of an untamed world.”The agency is promoting this campaign via broadcast channels, PR, and print ads and pamphlets. Media also includes in-flight, paid Facebook and Instagram, digital display ads and YouTube pre-roll. Emails and other media direct people to the strategy is designed to convert people into becoming Panama enthusiasts while they’re looking for flights and researching more “cliché” destinations like Cancun, or Costa Rica.The Panama Tourism Authority hired a VML to get an outsider’s take on their country. Their primary target audience is U.S., Canada, Spain.

  • Boost Mobile

Boost Mobile, one of Sprint’s prepaid brands, has introduced its new brand campaign, “Project Switch.” With its “Boost makes it easy to switch. Switching to Boost makes it easy to save” tagline, the new national marketing and advertising campaign encourages customers to make the switch to Boost by highlighting just how easy it is to switch, and how switching makes it easy to save.The new TV spot makes its premiere today in major markets, including Los Angeles, New York, Dallas and Miami. The ads were shot in a Boost Mobile Next Generation store, a new retail concept that is all about creating an atmosphere where people can better interact with staff in a modern, design-forward setting, while easily learning about products and services. The elevated stores are more streamlined and provide the customer clarity on phones, current offers and promotions. Boost Mobile expects to open more than 1,000 Next Generation stores by year end.Schiefer Chopshop was the agency behind the new effort.“Project Switch” highlights customer pain points with competing carriers and how switching to Boost is the solution.

We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.