Albertsons Companies


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

For prior Sales Leads editions, click here.

  • Visa

Heading into the FIFA Women’s World Cup France 2019™, Visa announced an expanded commitment to women’s soccer by  entering a five-year sponsorship agreement with the world leader in women’s soccer, the U.S. Soccer Federation, to contribute to its long-standing investment in the development of women’s soccer and support the U.S. Women’s National Team through 2023. The support of U.S. Women’s Soccer complements Visa’s global investment in women’s soccer through partnerships with UEFA Women’s Football and Visa’s longstanding partnership with FIFA, including the FIFA Women’s World Cup™, FIFA U-17 Women’s World Cup Uruguay 2018 and FIFA U-20 Women’s World Cup France 2018. Visa will be the presenting sponsor of the SheBelieves Cup, which was started in the run-up to the FIFA Women’s World Cup Canada 2015™, a four-team women’s international team tournament played in the United States each year. Visa is launching a new U.S. marketing campaign celebrating the U.S. Women’s National Team. The centerpiece is a new ad spotlighting stars Mallory Pugh, Becky Sauerbrunn, Rose Lavelle, Jessica McDonald, Abby Dahlkemper and Adrianna Franch as they attempt to earn a fourth star by winning the FIFA Women’s World Cup 2019™ title. This builds upon Visa’s new global ad campaign, “One Moment Can Change the Game,” focused on elevating women in sports. Visa is also the presenting sponsor of the Player of the Match for the FIFA Women’s World Cup 2019™, celebrating women soccer players. Soccer fans worldwide will have the opportunity to vote on FIFA.com for their favorite player for each of the 52 matches during the tournament.


  • The Hershey Company

The Hershey Company announced, singer-songwriter Lauren Jauregui will headline the “Makers of Good Teen Summit,” a one-day event in New York City for teens from across the country to collaborate and develop strategies for overcoming social isolation in their communities. To inspire attendees to increase connection in their own communities, students will also hear from other remarkable young people who have created youth-led solutions to combat social isolation. Understanding the role that social media plays in the lives of students, the Makers of Good Teen Summit hopes to create a groundswell of positivity and inclusion through user-generated content. Teens who are not able to attend the summit in person will have the ability to participate via a livestream on June 20 by visiting https://www.youtube.com/HersheyCompany. Remote viewers can send messages and their own photos to the summit via Instagram to be included in an interactive photo mosaic from experience partner Luster.To increase the impact and reach of the summit, Hershey has collaborated with top digital companies including Instagram, Snapchat, YouTube, Imgur and Google for both on-site and online support.  Attendees will have access to a variety of interactive photo experiences from Facebook and Instagram within the event setting, while Snap will create unique filters for students to share their experience online and Imgur will extend the experience online with exclusive behind-the-scenes content.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.


  • Engel & Völkers

Global luxury real estate and lifestyle brand Engel & Völkers launched a new, consolidated websitethat provides a suite of new backend tools for its agents as well as advanced search capabilities for consumers.The new site, evrealestate.com, is designed for users across the U.S., Canada, Mexico and the Caribbean. Based on research showing consumers value neighborhoods as much as specific properties, the company’s new site will “showcase every market and neighborhood in the Americas” that Engel & Völkers serves.Jill DeSilva, a senior vice president at Engel & Völkers Americas, said in a statement that “the new website is a reflection of our collective expertise and insight on the thousands of markets served in the Americas.”Engel & Völkers was founded in Hamburg, Germany, in 1977 but began expanding in the Americas in 2015. It presently has more than 11,000 real estate agents working in 30 different countries. Engel & Völkers embarked on a partnership in February with the National Association of Hispanic Real Estate Professionals. The partnership was meant to educate the company’s agents so that they can better work with Hispanic consumers.



  • Tourism Santa Fe

Tourism Santa Fe has appointing Vladimir Jones (VJ) as its new advertising and marketing agency of record following a competitive review, Mediapost has reported.  Fuseideas served as the incumbent agency. Santa Fe’s approximate budget for fiscal year 2020 is US$1.5 million.






  • Albertsons Companies

Albertsons Companies’ Signature SELECT® brand is amping up its presence across stores with the addition of more than 300 new products and updated branding in 2019.The redesigned products are long-time favorites from the Signature Kitchens, Signature Home, refreshe, and The Snack Artist brands. Streamlining these products into Signature SELECT’s robust portfolio of 2,400+ products provides greater consistency in every aisle.The new branding includes a refreshed rendition of Signature SELECT’s trademark tag. The overall design allows for flexibility in the packaging architecture in each category, so the products can stand out and compete effectively wherever they’re found throughout the store.Signature SELECT is one of Albertsons Companies’ four one-billion-dollar brands. The company’s Own Brands portfolio includes trusted brands like Open Nature®, O Organics®, Lucerne®, Primo Taglio®, debi lilly design™, waterfront BISTRO®, and Value Corner® and are exclusive to Albertsons Companies stores, which includes banners like Albertsons, Safeway, Vons, Jewel-Osco, Tom Thumb, Shaw’s, Star-Market, Randall’s, Pavilions, United, Haggen, and others.Albertsons Companies, Inc. is one of the largest food and drug retailers in the United States, with both a strong local presence and national scale.

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.

For prior Sales Leads editions, click here. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM.Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.


  • Curacao/Pantaya

Curacao, ranked among the top 50 retailers in the US, is addressing the needs of the Latino community and their shopping experience by partnering with PANTAYA to provide their customers access to the latest movies in Spanish from México and all Latin America starring top Latino stars like Omar Chaparro in “No Manches Frida”, “Una Mujer Sin Filtro” with Fernanda Castillo and Eugenio Derbez in “Instructions Not Included”. Current customers with a Curacao credit card who purchase a laptop or cellphone over US$599, will get 0% financing, a free tablet, and three months of PANTAYA for free. New customers who apply for the Curacao credit card (if approved) will receive a free smartphone with carrier Metro PCS, one month of service and activation for free, and three months of PANTAYA. Teylez Perez, Senior Vice President of Marketing, PantaYA at Lionsgate is a member of Portada´s Brand Star Committee.


  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with its current agency, Spark Foundry too.





2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


  • Albertsons Companies

Albertsons Companies, Inc. announced that it has mutually agreed with Rite Aid Corporation to terminate their previously announced US$24 billion merger agreement. Under the previous deal, the companies combined would have operated approximately 4,900 locations, 4,350 pharmacy counters and 320 clinics across 38 states and Washington, D.C. Albertsons Companies pharmacies would have been rebranded as Rite Aid.Albertsons Companies is one of the largest food and drug retailers in the United States, with stores across 35 states and the District of Columbia. Last year, the firm  acquired part of the El Rancho Supermercado chain in Texas, which primarily serves Hispanic customers, to keep on investmenting in the growing Latino grocery sector.


2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  • Ulta Beauty

Ulta Beauty, one of the nation’s largest beauty retailer, has appointed Interpublic Group’s McCann as creative AOR and Mediahub as media planning agency.  The company reported total advertising costs last year of US$212.7 million last year, according to its 2016 annual report.







  • Nissan

Nissan and Univision Communications Inc.(UCI) have extended their partnership for a third year, expanding the live concert tour element of the partnership to a series of performances by Latin GRAMMY® and GRAMMY® award-winning artist Juanes under the Nissan Presents: Road to Innovation Tour. The multiplatform program is once again integrated into Univision’s annual broadcast of The Biggest Night in Latin Music®, the 18 Annual Latin GRAMMY Awards® as the official automobile sponsor. A new addition is the Road to Innovation concert tour, which this year included eight cities through November 14, and featured performances by Juanes in Chicago, Dallas, Las Vegas, Los Angeles, Miami, New York, Phoenix and Washington, D.C. In addition, the 360◦ promotional campaign – including social media influencer elements featuring Nissan vehicles – encourages customers to participate for the opportunity to attend the 18th Annual Latin GRAMMY Awards in Las Vegas on behalf of Nissan. To maximize the Juanes concert tour, all DJ sets and refreshment areas were branded with the names of Nissan vehicles. A native of Colombia, Juanes is a multiple award-winning singer, songwriter and guitarist, who has captured the hearts of millions of followers around the world including the U.S. and Latin America. Both Nissan campaigns are supported by a combination of UCI television, radio and digital elements in addition to local crew remotes and on-site activations and promotions. An original Facebook video series also integrates music and Nissan vehicles driven by a social media influencer.

  • Mazda North America

The Univision Creator Network (UCN) has partnered with Mazda North American Operations (MNAO) for a new digital and social campaign that connects Hispanic American consumers with the brand’s core values. In the digital video series, UCN influencer Alan Estrada visits Hiroshima and takes his fans on the adventure of a lifetime. The creative concept for the Mazda campaign was developed by Bravo, a full-service Hispanic marketing and advertising agency, and Univision. The videos are shared on Estrada’s social platforms and Univision’s social pages, driving increased engagement and awareness.



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!

  • Payless ShoeSource

Payless ShoeSource, an U.S. specialty footwear retailer, has outlined several key initiatives as part of the Company’s ongoing transformation. These actions will increase efficiencies across domestic and international operations and allow Payless to reprioritize the business to focus on the customer, accelerate and expand its e-commerce business, and invest in future growth. As part of an initiative to redesign its organizational structure and better align resources, the Company is streamlining its corporate headquarters. According to Martin R. Wade, III, Interim Chief Executive Officer and Chairman of Payless, the brand is piloting a new pricing strategy and have launched Hispanic marketing in the U.S., to reach an important and currently under-served portion of its’ customer base. In addition, the brand has brought in a new Chief Strategy Officer and identified strong talent within the organization leading to several promotions, including our new Chief Financial Officer.


  • El Rancho Supermercado

Albertsons Companies, one of the nation’s largest grocery retailers, announced an investment in El Rancho Supermercado, a Texas-based retailer which focuses on stores for Latino customers. El Rancho will continue to operate as an independent company headquartered in Garland, TX. The agreement with El Rancho provides Albertsons Companies an opportunity to invest in the fast-growing Latino grocery sector. The company already successfully operates a variety of store banners in predominantly Latino areas, and together, Albertsons Companies and El Rancho can leverage their complementary strengths to better serve customers in this growing sector. Peter J. Solomon Company served as financial advisor, and Simpson Thacher & Bartlett served as legal advisor to El Rancho, respectively, and Schulte Roth & Zabel served as legal advisor to Albertsons. 

  • Goya Foods

Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings.As the only Hispanic food company that offers consumers an entire line of low sodium, organic, diet and sugar-free products, Goya’s expansion of its cutting edge, high-tech facilities will maintain its mission to produce affordable products without sacrificing taste to national and global markets.  The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The expanded facility, with an expected completion in 2018, will also feature a total of 29 new dock doors for domestic and international distribution.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.