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Sales Leads: Hass Avocado, Joe Lhota, Fisher-Price, Wendy’s, Iberia Foods, Emblem Health

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now: H-E-B, Hass Avocado, Joe Lhota, Fisher-Price, Wendy's, Iberia Foods, Emblem Health, Sony Mobile, Starcom Media Vest, Sony Mobile.


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

  • Hass Avocado

saboreaThe Hass Avocado Board (HAB) has launched Saborea Uno Hoy, its new Spanish-language mark and website to offer information to Hispanic consumers in the United States and encourage them to include fresh Hass avocados in their everyday meals.The new mark invites consumers to enjoy the avocado’s flavor by including the words “aguacates frescos,” and highlights some of the Hass avocado’s nutritional benefits — “naturalmente grasas buenas + sin colesterol.” The board’s first Spanish website,, features nutritional and research information, tips and recipes.HAB also enlisted renowned nutritionist Malena Perdomo as spokesperson of Saborea Uno Hoy in order to provide Hispanic consumers with expert advice and more ideas on how to use and enjoy fresh Hass Avocados. HAB was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture.

  • Joe Lhota 

Republican mayoral New York City mayoral candidate Joe Lhota launched a Spanish language website on Oct. 23. The new addition to his campaign strategy comes just under two weeks before the Nov. 5 general election.“We have a significant Spanish-speaking population here in New York City and Joe wants to ensure they receive his message of more school choice for parents and a safe, affordable city where people can raise their families,” said Lhota spokeswoman Jessica Proud in a statement.In the Oct. 21 Quinnipiac University poll, only 10 percent of Hispanic voters surveyed said they would support Lhota, compared with 79 percent in favor of front-running Democrat Bill de Blasio.The Lhota campaign also translated a popular television ad called “Rally” which showed support for the charter school movement.

  • Sony Mobile

Sony Mobile has changed its media agency in North America from WPP´s MediaCom to Carat (Dentsu), Adage reports. Mediacom will retain Sony Mobile’s international business. Sony Mobile Communications, the official U.S. subsidiary, spent $11 million on measured media in 2012, according to Kantar Media.

  • H-E-B

H-E-B is investing US$ $100-million in the expansion of its San Antonio headquarters. The move will double its downtown San Antonio workforce by 2030. The master plan includes a grocery store, to be called Flores Market. H-E-B Chief Operating Officer Craig Boyan unveiled H-E-B’s master plan in an exclusive interview with the San Antonio Express-News.Years in the making, it includes several mixed-use buildings, new public spaces and a pedestrian and bike trail along South Flores between Chávez and Arsenal Street. The redevelopment would encompass nearly 27 acres. “Our proposal is much more than just a downtown store,” Boyan said. “We think that we can help make South Flores and the San Pedro Creek a great street and a great redevelopment area in the city, perhaps like another Southtown.” The first phase of H-E-B’s plan includes a culinary school and test kitchen, renovation of its 1601 Nogalitos St. location, the downtown store and a connected gas station. n.

  • Fisher Price

Fisher-PriceThe kids’ toymaker is increasing its digital ad spending by 50% during its holiday promotion in an effort to reach more millennial mothers. The online campaign will offer a $5 coupon for visiting the site, and another $5 coupon if they share videos from the site with their friends. The online campaign will be supported by TV ads.The Mattel-owned toy brand believes millennial moms are more digitally savvy so this is a better way to reach them. Lisa McKnight of Fisher-Price says, “This is the time of year millennial moms are doing a ton of research. They want to make informed decisions when they make their purchases.”
“We know we need to reach her in this digital space. And we also know this is the time of year millennial moms are doing a ton of research,” said Lisa McKnight, Mattel’s senior VP-marketing for North America. “They want to make informed decisions when they make their purchases.” told Adage.

  • Starcom Media Vest – Google

Starcom Media Vest has completed a major ad buy of the search engine’s video, display and mobile ad inventory. The deal gives MediaVest clients, including Coca-Cola, Walmart and Honda, access to online content, including YouTube partner channels, and access to Google insights, tools and strategists. They’ll also have access to sites in the Google Display Network like NBC, and Glamour. Online media companies like Google have been looking to get marketers to buy advertising in an upfront like they do with TV, hoping to draw dollars away from broadcast and cable TV. Doing a major deal like this could set the ball in motion for other large media agencies to follow.

  • Wendy’s (Blitz Media)

Wendy'sWaltham, MA-based Blitz Media has resigned its Wendy’s account, which includes a number of regional assignments in the eastern part of the country, MediaPost reports. The decision came earlier this month after the agency did a profitability assessment of the account and held discussions with the client. But apparently issues couldn’t be resolved. Wendy’s spends around $275 million annually in measured media according to Kantar. Blitz has won a number of accounts in 2013, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.

  • Iberia Foods

Iberia Foods Corp., manufacturer, importer and distributor of Hispanic, Caribbean and other specialty foods and beverages, acquired the assets of Marcas Food Distributors, an independent distributor of Hispanic and European foods located in Chicago.The acquisition in the Midwest is a key step toward Iberia Foods’ long-term national expansion. The new company, Iberia Food Co. of the Midwest, will be a base for growth in Illinois, Wisconsin and Indiana. Iberia Foods Corp. is presently under parent corporation, Brooklyn Bottling Corp., a branded, private label manufacturer and franchise bottler with a distribution network across more than 25 states.The new location will be the seventh distribution hub for Iberia Foods Corp. with existing distribution centers along the east coast in New York, Miami, Orlando, Atlanta, Baltimore and Springfield, Mass.”This initiative is part of a larger vision to gradually expand Iberia Foods Corp. nationwide within the next three to five years,” said Pedro Casais, Iberia Foods vice president of corporate sales. “We pinpointed the void and realized that the Midwest region was thirsty for a more diverse portfolio of Hispanic and Caribbean products. Iberia Foods Corp. is the perfect fit to effectively address those needs.”

  • Emblem Health

New York based health insurer EmblemHealth is conducting an agency review for both creative and media duties. The winning agency will be selected by Mid-December. The company’s estimated ad spend is about $15 million annually. Boston-based Mullen (Interpublic Group) is the incumbent.

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