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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.

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.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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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.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Chobani

descargaChobani Greek Yogurt Maker Chobani has named Horizon as its media agency of record, effective immediately, after working with OMD since 2011.The Greek yogurt maker has also named Danielle Cherry as senior director-media investment and connections planning, a new position at the company.Horizon will provide strategic planning and investment across all channels for Chobani’s full portfolio.

 

  • Honey Bunches of Oats

descarga (4)Honey Bunches of Oats is launching a new Hispanic 360-degree marketing campaign to encourage fans to rethink the classic cereal.The new “ESTO.ES.TODO.TM” campaign interweaves memes from Hispanic social media memes and Hispanic pop culture references to illustrate and bring to life the inherent multiplicity of experiences found in a bowl due to the cereal’s numerous tastes and textures (flakes, bunches, honey!).The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships – including social platform Snapchat (a first for Post!), and cinema ads.

 

https://youtu.be/FiLLgHRugeQ

  • Avocados From Mexico

descarga (2)Avocados From Mexico (AFM) is going big for National Guac Month. In addition to special in-store displays, huge consumer incentive offers will be launched to support the demand of avocados this fall season. AFM’s newest campaign, “For the Love of Guac,” will fully-charge every September celebration, from Hispanic Heritage Month and Labor Day to National Guacamole Day (Sept. 16) and the kick-off of Fall football by launching its first-ever national BOGO offer – buy one Avocado From Mexico and get one FREE!”For the Love of Guac” will promote and distribute over 2 million BOGO coupons through three different vehicles. “For the Love of Guac” will also include in-store radio and innovative merchandising such as the Guac Center pallet bins. Consumers will also be encouraged to celebrate “Guactember” and show their love of guac by helping AFM on Pinterest featuring “guacamole”. AFM will partner with Tabasco® Sauce to rouse the Hispanic community with a “spicy” September guac celebration honoring Hispanic heritage. A retail program bundling authentic brands of AFM and Tabasco® Sauce will offer consumers a US$1-off coupon when purchasing one Tabasco® Sauce and two Avocados From Mexico. Both promotions will be supported by innovative merchandising, consumer savings, digital/social media, retail specific programming and in-store radio.

  • IDAHOAN® Foods/HERDEZ®

 

NNNIDAHOAN® Foods, manufacturer of value-added products, and the makers of the HERDEZ® Brand, the number one salsa brand in Mexico, announce they are together introducing a lineup of authentic refried beans under the HERDEZ® Brand.They are available in traditional flavor as well as with hints of chorizo, jalapeño and queso. With easy to find packaging, these four new product options, will be manufactured by IDAHOAN® and distributed under the HERDEZ® Brand label, HERDEZ™ Traditional Instant Refried Beans, HERDEZ™ Jalapeño Instant Refried Beans, HERDEZ™ Chorizo Instant Refried Beans and HERDEZ™ Queso Instant Refried Beans.

  • Hoteles Misión

descarga (3)Hoteles Misión, a 100% Mexican company founded in 1946, is looking to grow its properties from the 56 it has today, to 100 by 2020. Although 95% of its growth will take place in Mexico, the hotel chain is also looking into the U.S. market (where it already owns one property in Texas), and also Cuba and Peru. Hoteles Misión is working on new promotion strategies that lead to bookings. One example of this is “Puebleando con Misión”, a campaign based on video clips that has been working for the last three years together with the Consejo of Turistic Promotion and the government of 15 estates.This strategy sums up with a digital bet. Check out our interview with Roberto Zapata, CEO at Hoteles Misión!

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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