Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Taco Bell
Taco Bell, the Irvine, California-based chain, revealed its “Decades Y2K” menu, which will bring back several items, notably the Cool Ranch Doritos Locos Tacos, along with a Caramel Apple Empanada, 7-Layer Burrito, Double Decker Taco, and Chili Cheese Burrito. Launching nationwide on September 9, Taco Bell’s Decades Y2K Menu reintroduces the most-hyped items from the golden age of Y2K innovation, all for $3 or less. Taco Bell is opening up its own Y2K time capsule, channeling the bold fashion and nostalgic style of the era. In partnership with throwback heavyweight Ed Hardy, Rewards Members will have a chance to cop a one-of-a-kind collab hat, plus exclusive Y2K merch, including a Y2K digital watch and vintage-style shirts – available first-come, first-served through weekly Tuesday Drops, September 2 through September 16. “No one did the 2000s like Taco Bell. That era gave us some of our most iconic menu items, including the Crunchwrap Supreme, which remains one of our best-sellers two decades later,” said Taylor Montgomery, Chief Marketing Officer. Taco Bell. (The Crunchwrap Supreme is a warm flour tortilla filled with seasoned beef, warm Nacho Cheese sauce, a crispy tostada shell, lettuce, diced tomatoes, and reduced-fat sour cream).
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Vilore Foods
Vilore Foods announced that the Mexican juice and nectar brand Jumex, is now an official sponsor of The University of Texas at San Antonio’s (UTSA) athletic program—making it the first Mexican brand ever to sponsor an NCAA Division I athletics program. As a leader in distributing culturally connected and iconic brands, such as La Costeña and Totis, Vilore Foods is proud to lead this milestone moment that breaks barriers, promotes Hispanic culture. “This is a significant and game-changing moment for collegiate athletics and our entire Vilore Foods family,” said Edgar R. Vargas, Director of Growth and Brand Development at Vilore Foods. The partnership will span the 2025-2026 academic year and will provide Jumex with a powerful presence throughout the upcoming fall, winter, and spring sports seasons. It also offers the opportunity to keep Roadrunner athletes and fans hydrated with Jumex Hydrolit +Advance, the brand’s new high-performance hydration drink, which comes in four flavors and is packed with five essential ions to replenish electrolytes, natural caffeine for sustained energy, and choline—a nutrient rarely found in mainstream sports drinks—for maximum hydration, focus and mental clarity. Jumex will kick off this collaboration in a big way during UTSA’s home opener at the Alamodome on September 6 against Texas State University. Fans can expect major brand activations that will include product sampling booths and tailgate experiences where they will have the opportunity to experience the Jumex Hydrolit +Advance hydration difference firsthand. Inside the Alamodome, Jumex branding will be featured with prominent placements on field-level signage, LED ribbon boards and in-game videoboard features. The brand will also be spotlighted through radio integrations during live game broadcasts and co-branded highlight reels on radio and online. In-store, Jumex will activate a robust marketing campaign leveraging official UTSA marks and logos across all promotional platforms, reinforcing Hydrolit +Advance as the performance beverage of choice for UTSA fans. This includes in-store branding and product displays at key retailers throughout Texas, along with print collateral and shopper coupons, sweepstakes-style promotions and premium branded swag and game-day giveaways. Separately, Vilore Foods recently acquired Tia Lupita Foods, known for its bold, authentic Mexican flavors and better-for-you, simple ingredients.
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T-Mobile for Business
T-Mobile unveiled its latest national ad campaign starring award-winning actor Kevin Bacon, to support the launch of SuperMobile — the first-of-its-kind business phone plan that combines intelligent performance, built-in security, and seamless satellite coverage. The new spot follows Bacon behind the same desk as it appears in unexpected places — from a desert to a beach to a busy commuter train. Each scene highlights a different strength of T-Mobile’s network and SuperMobile, from intelligent connectivity that adapts in high-demand moments to built-in security and the reach of America’s largest satellite network. Bacon shows the importance of connectivity and how T-Mobile for Business keeps businesses seamlessly connected in virtually any situation, across any industry — including marketers, media companies, on-the-go creatives, and beyond. “Kevin Bacon’s trusted, relatable persona makes him the perfect partner to introduce SuperMobile — a plan built to power the way business gets done today,” said Lucy McLellan, Chief Brand and Communications Officer at T-Mobile. “SuperMobile gives businesses the speed, reliability and adaptability they need to stay connected wherever the job takes them — and Kevin helps bring that to life in this campaign.” The 30-second ad debuted on August 28 across national broadcast, digital, over-the-top, online video, and social media platforms. Bacon also helped unveil SuperMobile to the world in the product launch video and will appear in additional T-Mobile for Business content over the coming year, continuing to demonstrate the importance of keeping business teams connected with America’s Best Mobile Network.
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Farm Rich
Frozen snacks and appetizers brand Farm Rich is bringing bold flavor and big personality to game day with its newest advertising campaign, “Now We’re Cookin’.” New TV and digital spots feature cozy couches, dramatic lighting, and a lively studio audience as families and couples navigate hilarious “Snackerventions” and snack-related surprises. The campaign includes a mix of :30 and :15 spots, such as FARM RICH FAM :30, HALF TRUTHS – PART 1 :15, and HALF TRUTHS – PART 2 :15, each ending with one tasty truth: Farm Rich belongs on the table. Launching in time for college football kickoff, the campaign will run throughout the football season and air across SEC Network, SiriusXM SEC Radio, and digital platforms including Facebook, Instagram, and YouTube. Fans can also catch Farm Rich at SEC rivalry games with live activations, giveaways, and a full fan experience at the SEC Championship Game in Atlanta—complete with fresh snacks and an air fryer toss challenge. Kelly Rabinowitz, Director of Marketing for Farm Rich, says the campaign is all about celebrating snack-worthy moments. “We wanted to bring a fresh look and a fun twist to game day snacking. Whether you’re hosting a watch party or just craving something crispy and cheesy, Farm Rich is here to make sure your snack game is strong.”
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 among top brand marketers, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please get in touch with Sales Director Irma Gutierrez at [email protected]
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Hyundai
Popfly, a platform connecting over 10,000 creators with adventure brands, announced a partnership with Hyundai to take storytelling to the next level. Popfly is currently searching for its new Director of Influence, and in collaboration with Hyundai, the selected creator will receive a year-long loan on a Hyundai Palisade XRT Pro—plus the freedom and resources to travel the world to create content. When Hyundai learned Popfly was looking for an on-the-ground storyteller with a passion for adventure, they jumped in—offering a full-size, adventure-ready SUV to power journeys from California’s sun-soaked coasts to Vermont’s vibrant fall foliage, and everywhere in between. “Creator marketing has transformed from a nice-to-have into a non-negotiable growth engine for brands operating in today’s digital landscape,” said Taylor Hoekstra, Founder and CEO of Popfly. “Partnering with Hyundai shows our commitment to putting creators first, giving one exceptional storyteller the tools, autonomy, and yes the keys to make their adventures and content unforgettable.” Hyundai is investing in the next generation of marketing by giving creators the tools to turn their ideas into real-world impact. The Palisade XRT Pro is ready to take Popfly’s New Director of Influence on an incredible adventure. “When Hyundai reached out, we asked, why wait for our new hire to start?” said Maren Hamilton, Director of Brand & Community at Popfly. “Let’s lock in their first brand partnership even before they officially join the team.”
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Mapei
MAPEI, a global manufacturer of adhesives, sealants and chemical products for the building industry, announced that its logo will be featured on two Andretti Global cars during the final race of the 2025 NTT INDYCAR SERIES season. The Borchetta Bourbon Music City Grand Prix will took place August 31, 2025, at the Nashville Superspeedway in Lebanon, Tennessee. MAPEI’s branding had enhanced visibility on the No. 27 Sam’s Club Honda, driven by Kyle Kirkwood, and new participation on the No. 28 Browning Chapman Honda, driven by Marcus Ericsson. This marks a special moment for MAPEI, as the company expands its presence with the Andretti Global team for the highly anticipated season finale. “It is a great opportunity to have the MAPEI logo showcased on not just one, but two incredible cars for the finale in Nashville,” said Luigi Di Geso, President and CEO of MAPEI North America. “Supporting both Kyle Kirkwood and Marcus Ericsson underscores our pride in being part of the Andretti Global family and our enthusiasm for the INDYCAR SERIES.”
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Turing
Turing, one of the world’s fastest-growing AI companies, which accelerates the advancement and deployment of AI systems, announced its title sponsorship of the San Ramon Grizzlies cricket team for the 2025 season. As the exclusive title sponsor, Turing’s logo will be featured on player jerseys, with additional brand presence through on-site, game-day banners and advertising on Willow TV (via Prime Video) and YouTube.The partnership underscores both organizations’ shared commitment to accelerating talent development. The Grizzlies, competing in Minor League Cricket (MiLC), are recognized for cultivating young players: five members of their roster are under 21, including Rahul Jariwala, the Grizzlies’ team captain. This focus on youth aligns with Turing’s mission to unleash the world’s untapped human potential. “Cricket is all about strategy and bringing together talent from around the world, which is exactly what we do at Turing when we combine human expertise with AI,” said Phil Walsh, Chief Marketing Officer at Turing. “Like the Grizzlies developing young players into professionals, we’re accelerating both AI innovation and the human expertise needed to power it. With cricket’s popularity in the Bay Area tech community, this partnership is a natural fit for Turing and we’re excited to be a big part of the Grizzlies upcoming season.” The 2025 season will see the Grizzlies compete in 10 league matches within the Western Division of MiLC – 70% hosted in the Bay Area of California and the remainder in Seattle – before playoffs in Houston and Dallas. With Major League Cricket’s expansion to Oakland in 2025 and cricket’s return to the Olympic stage in Los Angeles in 2028, the sport is gaining momentum in the United States. Through this partnership, Turing will connect with the Bay Area’s vibrant cricket community and its ties to the tech industry. The sponsorship also creates a unique recruiting advantage for the company, allowing Turing to engage with top engineering talent in an authentic setting while supporting a sport that’s rapidly growing across the United States.
