Cardenas Markets


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.

  • FlixLatino

Sling TV launches FlixLatino, brings more Spanish-language movies to Sling’s Latino service. FlixLatino, the US Hispanic subscription video on demand (SVOD) service of SOMOS Next, will be available as an à la carte channel on Sling TV! A cutting-edge online platform, Sling TV combines linear channels with on-demand content for the Latino market of the United States and Puerto Rico. Sling TV customers will now have the option to purchase FlixLatino as a standalone channel or as an addition to Sling’s base subscription services, and will have direct access to the best selection of movies, series and documentaries in Spanish for the price of US$3per month. The addition of FlixLatino to Sling TV will strengthen the platform’s current Spanish-language content offering, satisfying the entertainment needs of Spanish language speaking communities in the U.S. (a market characterized by high consumption of online services). “Streaming” options, very popular with the new generation, offer flexibility as to when and where to enjoy the content, usually at a lower price when compared to traditional pay television. The changing habits of technology have created these new segments, and FlixLatino is the best option for those seeking quality Spanish content.


  • Michelob Ultra

Latino superstar Maluma returned for a second Michelob Ultra commercial in a new ad filmed in his hometown of Medellin, Colombia. The new TV ad is timed to coincide with his latest album release. The spot,an effort of Young & Rubicam, was  made in both English (below) and Spanish as part of the brand’s push to reach U.S. Hispanic consumers and other new audience segments. The commercial “Nuestro Ritmo,” follows Maluma as he juggles his busy career with time with friends, showing how dance can help connect people regardless of language and background.  The ad was released on “The Tonight Show With Jimmy Fallon” on May 14 — when Maluma also appeared on the show to promote the album. Michelob Ultra is an American Light Lager style beer brewed by Anheuser-Busch.


  • UniVista Insurance

UniVista Insurance is celebrating 10 years of operations with the opening of its 122nd Florida office, the company announced.Launched in 2009 under the leadership of Ivan Herrera, the company generated US$76 million in gross revenue in 2018, up from US$64 million in gross in 2017. Today, the company has 122 locations in Florida including more than 15 corporate offices, 107 franchises and three call centers. UniVista employs 1,114 men and women including 220 licensed agents.In 2018, Insurance Journal listed UniVista Insurance as No. 33 in its Top 100 Property/Casualty Agencies national rankings. Their focus was on a market niche that was mainly ignored by insurance companies, made up of hardworking, Spanish-speaking immigrants in communities like Hialeah, who could pay for insurance if the policies were priced right. The company also spent time training employees, with agents taking classes every day on everything from UniVista culture to how to avoid customer fraud.


  • Cardenas Markets 

Cardenas Markets, the Inland-based grocer that helped popularize Hispanic supermarkets, is in expansion mode, opening more locations and tweaking the store lineup to include a café and fast-casual restaurants.Cardenas, which started with one 4,000-square-foot store in Ontario 38 years ago, recently opened a market in Las Vegas. It’s the chain’s fifth in Sin City and the first of four new stores coming this year to a geographic radius spanning hundreds of miles.The grocer operates 56 stores in California, Arizona and Nevada — 49 Cardenas stores and seven Los Altos Ranch Markets. New stores are coming this year to Victorville, Concord and Tucson, according to a company statement. Cardenas is also building a store in Montclair, which is scheduled to open early next year. The company’s growth follows a trend that shows consumer are expanding their shopping habits beyond traditional supermarkets.The four supermarkets are introducing a new design concept for Cardenas, which they have dubbed the “Keep Life Flavorful” brand. The stores include coffee shops and small-format restaurants to complement full grocery selections.The Cardenas chain was acquired in late 2016 by KKR, a New York-based global investment firm. KKR then merged Cardenas with Mi Pueblo, a San Jose-based chain it also owned, in 2017. The merger gave Cardenas its first foothold in Northern California. Management of the consolidated firms is out of Cardenas’ Ontario offices.


  • 21st Century Fox

Disney is moving the US media planning and buying for its newly acquired 20th Century Fox assets from MDC Partners’ Assembly to Omnicom-owned OMD. OMD has a custom unit — OMDE — dedicated to serving the entertainment giant. OMDE has Disney’s Marvel, Pixar and Lucasfilm, as well as newly acquired Fox Searchlight, 20th Century Fox Films and Home Entertainment.



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  • Memorial Sloan Kettering Cancer Center

Memorial Sloan Kettering, a world renowned cancer center, has appointed ALMA as its Hispanic agency of record following a competitive pitch. ALMA will collaborate on marketing communications strategy, creative, media, and events (in partnership with Mercury, their NY-based Omnicom sister agency) for the +2.6 million members of the Hispanic community in the New York area. The goal of the work will be to increase awareness of MSK’s superior level of cancer care. The first collaboration between the two is projected for the second half of 2019.


What: Private-equity firms KKR and Victory Park Capital will be investing in California-based Hispanic grocery chains Mi Pueblo Food Centers and Cardenas Markets, a KKR spokeswoman announced. According to a statement both companies will continue to work independently.
Why it matters: The Hispanic shopper is an important target for most retailers and CPG’s. Both Mi Pueblo and Cardenas exclusively target the Hispanic consumer in California and Nevada.

The KKR spokeswoman did not disclose the amount of the investment in Mi Pueblo and Cardenas, but said it was made in partnership with the owners of both the Mi Pueblo and Cardenas chains including the Cardenas family, which founded Cardenas Markets. The chains between them had sales of about $1.3 billion in 2015 at 48 stores (29 operated by Ontario-based Cardenas Markets in Southern California and Nevada generated $628 million) and $400 million at 19 stores operated by San Jose-based Mi Pueblo, according to Supermarket News.

Combined both chains had sales of about US$ 1.3 billion in 2015.

“We are not disclosing financial details, but expect that these new investments will create positive momentum and allow us to better service their communities and valued customers, while also growing Mi Pueblo and Cardenas Markets, creating new jobs, and offering long and rewarding career paths for executives and employees,” KKR said in a statement.
San Jose-based Mi Pueblo operates 19 stores in the San Francisco Bay Area, Central Valley, and the Monterey Bay Peninsula. The company was established in 1991 offering an authentic Latino shopping experience. Its main goal has always been to create an environment similar to the ones of the crowded fresh-food markets of Latin America while also carrying all of the items that can be found in all of the mainstream markets of the United States. (Another California-based supermarket chain that specifically targets Hispanic consumers is Northgate Gonzalez Market.)

For now, Two Separate Entities

In their statements, the two companies said that, for now, they will continue to work separately. “For the time being, Mi Pueblo and Cardenas Market will continue to operate as two separate entities and will conduct business as usual until further notice.”

CHECK OUT: Hispanic Shopper Marketing Today: Data driven value through mobile coupons.

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