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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. 

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.

  • Campbell Soup Company

The Campbell Soup Company, also known as just Campbell’s, an American producer of canned soups and related products that are sold in 120 countries, has appointed Publicis Groupe to handle its’ creative and media business for many of its brands, following a competitive review, Ad Age first reported. Publicis will handle Campbell’s U.S. retail creative, along with that in Canada and Asia-Pacific. It will also handle Campbell’s digital, tech and consumer promotion business as well as media planning and buying for Campbell globally. Campbell’s incumbent media agency, WPP and GroupM’s MEC (now Wavemaker), which handled U.S. planning and buying since 1999, and global planning and buying since 2006, is out. Among Campbell’s brands Publicis will handle in the U.S. are Chunky soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth and Spaghetti-O’s. It will also do media planning and buying for Pepperidge Farm but not creative. Campbell spends more than US$300 million on advertising in the U.S. alone.

  • Cardenas Markets LLC

Hispanic grocer Cardenas Markets LLC has re-bannered 15 Mi Pueblo stores to Cardenas Markets, following last year’s fusion of the two Hispanic companies, Abasto has reported.Cardenas Markets LLC, headquartered in Ontario, CA, has a total of 54 stores, 47 stores under the Cardenas banner and seven stores under the Los Altos Ranch Market banner. Cardenas Markets LLC is one of the largest Hispanic grocers in the country with stores in California, Arizona and Nevada. Cardenas plans to continue their expansion in California by opening additional stores in 2018.Mi Pueblo has a total of 15 store locations throughout the San Francisco Bay Area, Central Valley and Monterey Bay Peninsula. The supermarket was established in 1991 and is known for providing an authentic Latino shopping experience.

  • Pella Corp.

Window manufacturer Pella Corp. has appointed MediaCom USA media agency of record, according to Mediacom. The firm spent US$14.6 million on measured media last year according to Kantar Media.

 

 

 

 

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!

  • Toyota & Avis Budget Group

Toyota Connected North America, the global technology strategy business unit for Toyota, announced a multi-year partnership with Avis Budget Group, a global provider of mobility solutions, that will add 10,000 Toyota vehicles to Avis Car Rental’s expanding fleet of connected cars. Avis Budget Group will utilize Toyota’s proprietary Mobility Services Platform (MSPF) to enable greater operational and rental fleet efficiency while creating a more seamless rental experience for customers. The Toyota vehicles will deliver increased benefits to Avis customers by tapping into Toyota’s proprietary MSPF, a suite of advanced software and connected services that support mobility businesses. The platform’s telematics data API (application programming interface) will enable customers to receive real-time rental information via the Avis mobile app, which includes virtual odometer readings and fuel levels, and will assist them in locating the vehicle..

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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

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  • Post Holdings Brands

Post Holdings Brands has selected Minneapolis agency Public Works as agency of record for its cereal brand Honey Bunches of Oats. Public Works already works with a number 0f Post brands, including Pebbles, Honeycomb, Malt-O-Meal and Great Grains, but Honey Bunches of Oats represents the largest assignment from the client. The agency, which launched last year and employs around 13, also works with the NHL’s Minnesota Wild and Warner Bros. In 2016, Post Consumer Brands appointed LatinWorks Hispanic Marketing Agency of Record for its Hispanic-investment brands. Spark-MediaVest(now Spark Foundry) will remain Post Consumer Brands’ media agency of record.

 

 

  • Cardenas Markets LLC

The newly formed Cardenas Markets LLC, the result of the recent merger between Cardenas Markets and California-based Hispanic chains Mi Pueblo Markets, aims to become largest Hispanic retailer in U.S. by adding between 5-10 stores per year going forward. According to John Gomez, the combined company’s CEO, Cardenas Markets has grown 50% in the last six months. Gomez suggests the strength comes from marketing to a growing demographic such as the Hispanic. The company is considering using only the Cardenas brand and operating model in the near future and shedding the Mi Pueblo label.Based in Ontario, Calif., Cardenas Markets currently has 47 stores with 15 being from the former Mi Pueblo network and one a result of the merger.The company is currently only operating on the West Coast and along the Southwest but hopes to expand towards the East in the future.

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!

  • Amazon

E commerce giant Amazon, which last week launched a review of its global media planning and buying account, is targeting Hispanic consumers to lure them away from traditional retailers like Target and Walmart, and those consumers are responding positively, Ad Age reports. Amazon is drawing away more Hispanic sales dollars. Hispanic consumers are shopping less at retail stores, citing an 11% drop in shopping visits by Spanish-dominant households in November and December. Meanwhile, Amazon has started a Spanish version of its website and is offering Amazon Prime subscriptions in Mexico. In a survey by market research company IRI, some 23% of U.S. Hispanics said they shop with Amazon at least monthly, compare with 20% of non-Hispanics.The buying power of the nation’s 57 million Hispanics reached US$1.4 trillion last year, 10% of the U.S. total, according to Nielsen. IPG Mediabrands Initiative handles Amazon global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Chobani

The yogurt maker Chobani is undertaking a refocused marketing and sales plan to beat rival Dannon as the largest yogurt company in the U.S., Ad Age reports. Its new strategy will be to roll out a new organizational structure: Chobani’s sales, marketing, insights, product innovation and other units, which were largely operated separately, have been brought together in one department, allowing the company to operate with more speed and agility. The brand has also plans for a different sales approach. Chobani currently holds about a 20% share of the overall yogurt market, with about 38% of the Greek Yogurt market.

 

  • Target Corp. 

Target Corp. announced a US $14 million commitment to youth soccer through two new national initiatives, including an US$8 million local grant program, and a US$6 million partnership with the U.S. Soccer Foundation to build 100 new soccer play spaces by 2020. These are the latest investments by Target in the country’s fast-growing youth sport, and build on relationships with Major League Soccer, Minnesota United FC, US Youth Soccer and the U.S. Soccer Foundation, which were unveiled earlier this year.Through a national application process, Target will provide US$1,000 grants to eligible schools, government agencies, non-profit organizations and non-profit regional/local soccer organization on behalf of each Target store and distribution center in the U.S. All eligible organizations can apply online at Target.com/grants through noon CST Aug 30. The first year of grants will be awarded in November 2017.The first three play spaces built through the partnership will come to life in Chicago – home to the 2017 MLS All-Star Game presented by Target – in 2017. Additional locations and cities will be announced at a later date.The announcement deepens Target’s commitment to furthering youth soccer’s considerable growth in the U.S. and builds on the retailer’s current support of US Youth Soccer.

Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG).  Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.

 

 

 

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