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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.

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  • Chrysler

descargaChrysler has released its latest campaign for the 2017 Chrysler Pacifica aimed at Millennial dads.The campaign stars comedian Jim Gaffigan.TV and online spots released so far include a 30-second “Dad Brand” launch spot, a 30-second spot called “Tennis,” which shows that to build a strong “Dad Brand,” you’ve got to do everything for yourself; a 30-second spot “One on One Time,” which shows how quality time between a son and his “Dad Brand” is very important and finally, a 30-second spot “Neighborhood Watch,” which shows how even a parked Pacifica can do a lot for your “Dad Brand.” Additional spots will begin airing across television and digital/online throughout the coming weeks and months across national broadcast, including prime time. The campaign includes nine different ads in total with Gaffigan, his wife Jeannie and their five children. The campaign debuts with TV and online spots.The Pacifica replaces the Town & Country minivan and the Dodge Grand Caravan.

https://youtu.be/rGEm8Lct2rs

  • ALDI

ALDIAbout a month after it debuted its first California stores, grocery retailer ALDI will open its next round of stores in the region this Thursday, April 21. Six of the 10 new stores will be located in Los Angeles County, three in Orange County and one in San Bernardino County. ALDI plans to open approximately 45 stores in Southern California by the end of 2016.Stores celebrating their grand opening on April 21 will host an official ribbon-cutting ceremony at 8:45 a.m. The first 100 shoppers to arrive at each store will receive a golden ticket redeemable for an ALDI gift certificate of various amounts, and all shoppers will be invited to enter an on-site sweepstakes for a chance to win Produce for a Year. Additionally, shoppers on April 21, 22, 23 and 24 will receive a complimentary ALDI reusable eco-bag, while supplies last.

  • Tecate

descarga (2)Tecate has released its first-ever national campaign “Born Bold” with the help of its signature black eagle and featuring two famous Hispanic athletes: Mexican boxing superstar Canelo Alvarez and soccer referee Felipe Ramos Rizo. Saatchi & Saatchi NY was behind the effort.  The brand doubled its investment in digital and social marketing, leveraged its opportunities for sponsorships with Alvarez ahead of two major bouts and planned its first national campaign. The company also turned to global agency Elmwood to redesign its packaging. (CHECK OUT our interview with Felix Palau, Heineken Regional Director Global Marketing Americas Heineken.)

https://youtu.be/89xIZTWZ2x0

  • Kraft Heinz

KraftCrackerBarrel_PrestigiousAwards16Kraft Heinz will promote its Cracker Barrel macaroni and cheese, which came out in February as an extension of the classical cheese brand, with the aim of winning more consumers who buy prepared macaroni and cheese. The Cracker Barrel macaroni and cheese will be promoted through a new campaign from CP&B called “Award Worth Winning.“Kraft already dominates the shelf-stable boxed macaroni and cheese category with products including the main Kraft macaroni and cheese.Marketing plans include 15-second and 30-second commercials that will run through September, social media and in-store plans promotions.Kraft spent nearly US$11.4 million on Cracker Barrel marketing in 2014, according to data from the Ad Age Datacenter. CP&B is the creative agency on the project, with Starcom on media and Ketchum handling public relations.

  • American Family Insurance

oMadison, Wisc.-based American Family Insurance has released a new campaign  and website to help its customers fulfill their dreams. Under the same tagline “Insure carefully. Dream fearlessly,” introduced last year, the campaign  includes three TV spots which  will roll out regionally to the 19 states where the insurer does business.BBDO New York was behind the effort.This is the first time the brand created a website featuring curated content. Consumers can get pre-recorded advice from 15 different children as part of the digital portion of the campaign. Mirum, a J. Walter Thompson Co.-owned agency, created the feature. Mindshare handled media buying duties.In 2015, the company spent US$194.5 million on measured media in the U.S., according to Kantar Media.

  • StarShop    

StarShop and Tu Visión Canal have announced an exclusive joint partnership in developing a Spanish Language Shopping Portal and Mobile App. This initiative joins the ideology of Tu Visión Canal which considers Language and Culture in giving Spanish Speakers the On-Line Video experience they deserve with high fashion, high quality and the affordable products of StarShop. Together they will capture a large percentage of the US$1.5 Trillion+ U.S. Hispanic retail purchasing power.  StarShop represents brands from renowned retail international companies and examples of brands being sold on StarShop include Guess, Ray-Ban, LG, Canon, Dyson, and Clinique. These brands will be married to Tu Visión Canal Content Creators to integrate organically into their weekly videos uploaded onto Tu Visión Canal, to deliver a unique shopping experience. StarShop “Compra Como Una Estrella” will be available on TuVisiónCanal.com and integrated into the Tu Visión Canal Mobile App, now available for iOS and Android, during the summer of this year.

What: Momtastic,a resource for parenting tips & advice published by Evolve Media, has announced the launch of the new Momtastic Latina section, sponsored by American Family Insurance (AFI). Speaking directly to the Momtastic’s rapidly growing Hispanic readership,
Why it matters: The vast majority of publishers targeting women are incorporating Hispanic specific content into their English-language offerings.

image006Momtastic, a destination offering inspiration and solutions for family and life, has announced the launch of the new Momtastic Latina section, sponsored by American Family Insurance (AFI). Speaking directly to the Momtastic’s rapidly growing Hispanic readership, the Latina section launch coincides with Hispanic Heritage Month, and incorporates American Family Insurance’s initiative, Por Ellos, Si Podemos (Because of Them, We Can).

Momtastic’s Latina section is a platform that celebrates, educates, and motivates the Hispanic community providing readers with the latest cultural news, entertainment highlights, recipes, holiday celebrations, and more. The Revamp Su Vida subsection will include editorial content and custom video series featuring Latina influencers who align with beauty, fashion, décor, food, family and more.

As the official launch partner, American Family Insurance will showcase Por Ellos, Si Podemos—an initiative that celebrates Latino leaders and public figures through a series of photographs portraying children as iconic Latino men and women. The portraits were shot by photographer Eunique Jones Gibson, who created the overall Because of Them, We Can initiative.The American Family Insurance sponsorship will include a variety of Por Ellos, Si Podemos elements, including a video player, photo gallery, branded takeovers, custom and aligning editorial, and social mosaic that pulls both English and Spanish social media content through relevant hashtags.

“American Family Insurance is pleased to partner with Momtastic to feature the unique work of Eunique Jones Gibson, celebrating Latino men and women who dared to dream big,” said Dwayne Maddox, Brand Ambassador Program Manager for American Family Insurance.

“Momtastic has long enjoyed a strong Hispanic following, so we’re very excited to devote an entire section to a demographic that makes up an important part of our readership,” said Rebecca Schmitt, Vice President and General Manager of TotallyHer Media.

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.

  • American Family Insurance

American Family InsuranceSiempre Mujer, the Spanish-language magazine for Hispanic women in the U.S., is partnering with Univision Radio the No. 1 Spanish radio network in the country, to invite Hispanics in Chicago to participate in the “Pursue Your Dreams” financial seminar, presented by American Family Insurance. The presentation will be led by Fernando Almanzar, a financial journalist and host of Cuentas Claras, a personal finance show on Univision America that provides information to help Hispanic listeners better manage their finances.The seminar aims to shed light on the tools available to Hispanics to help them realize their dreams by taking control of their personal finances. The seminar will take place on Saturday, October 26, in Chicago. Latinos unable to attend the seminar in person will have the opportunity to attend via a live webinar and ask questions.

  • Kia Optima

In the latest advertising campaign for the 2014 Kia Optima, the Korean manufacturer went the extra mile to tailor TV spots specifically intended for the Hispanic community in the United States.

  • Unified Grocers

With the launch of a new Hispanic marketing initiative for 2014, Unified Grocers, Inc. , a retailer-owned wholesale grocery distributor that supplies independent retailers throughout the western United States, is actively pursuing shopper marketing dollars on behalf of the largest “virtual” Hispanic chain in the country — the more than 400 Hispanic retail locations it serves throughout the Western United States.These retail locations combined serve about five million shoppers a week, generating more than $5 billion in annual sales. Unified is partnering with key brands to harness that collective power with its two new programs: ¡Celebremos! and Mercado Savings.”We’re presenting something very powerful and different,” says Nancy López-Pedroza, Unified’s Regional Marketing Manager, Retail Marketing Services. “Extensive research went into the planning phase in which 35 manufacturers and 12 retailers gave their insights into areas of opportunity. Created solely for the Latino shopper, ¡Celebremos! and Mercado Savings reflect Unified’s strong commitment to the Latino community and they will be a powerful force in generating sales and establishing customer loyalty for our supplier and retail partners.”

  • Avocados from Mexico

Avocados From Mexico has launched its first-ever national marketing campaign, “Avocado All-Stars,” designed to leverage the Major League Baseball (MLB) playoffs and show how Mexican avocados can help “green up” consumers’ game-day snacks with nutritious guacamole and other avocado-rich dishes, as an alternative to mayonnaise. As a fully integrated campaign, the Avocado All-Stars promotion includes national TV advertising during post-season MLB coverage on TBS; national print advertising in People and Entertainment Weekly, including placement in People’s Best Dressed issue; a national sweepstakes, with a chance for two participants to each win a $5,000 grocery gift card; a dedicated landing page with social integration; retail displays and promotion; and digital, social media and public relations support. The promotion is part of a larger consumer campaign designed to differentiate and distinguish avocados from Mexico from those of other countries, as well as from processed avocado products.

  • Comcast/NBCU

Just two years after the merged media company named a bunch of new agencies to handle its more than $1 billion in media spending, it is talking to those agencies about a possible review, according to an Adweek report, citing unnamed sources. Currently, MediaVest handles the cable business; Starcom does the theme park business; Maxus handles NBC, including Universal Studios; and Mediacom handles overseas business.

  • Spirit Airlines

Spirit AirlinesThree shops are competing to handle creative and media responsibilities on Spirit Airlines as the carrier’s review heads into its final stage, Adweek reports, Sources identified the contenders as The Richards Group in Dallas, Barkley in Kansas City and Walrus in New York. Final presentations will take place tomorrow at Spirit’s headquarters in Miramar, Fla.The winner will succeed Siquis in Baltimore. Ark Advisors in New York is managing the process. Ark referred calls to Spirit, which could not immediately be reached.
Spirit makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger airlines, with, for example, lower base fares.

  • Converse (Nike)

Nike-owned Converse is on track to double its sales over the next few years and it’s looking for a media buying and planning agency to support that growth, AdAge reports.The Andover, Mass-based sneaker and apparel brand, best known for its retro “Chuck Taylor” product, is in the midst of a media agency review, according to multiple executives familiar with the matter. Contenders include Publicis Groupe’s MediaVest, Omnicom’s OMD and independent Horizon.

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