The latest news on Hispanic media and marketing features Dodge, Acosta, Google, Twitter and Ipsos MediaCT.

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Restaurants put money where the mouths are

photo: Orin Zebest
photo: Orin Zebest

While in general, marketers seem to underspend to reach Hispanic consumers, targeted restaurant spending has increased 11.4 percent from 2010 to 2014, according to the AHAA. At the same time, the restaurant category upped its aggregate Hispanic advertising spend by 68 percent to $559 million in 2014.

That’s just the smart thing to do: Acosta Sales & Marketing and Univision Communications released their latest Why? Behind The Buy U.S. Hispanic Shopper Study. It found that Hispanic shopping spending has hit a three-year high, and these consumers are optimistic about the future. The report said, “The Hispanic consumer expects to be earning more and is spending more, as evidenced by the fact that their monthly grocery spend is at the highest point in three years.” It also found that Hispanic consumers eat more meals than the general population and spend 53.2 minutes doing the grocery shopping. But you can’t cook at home every night, right?

Trejo stars in Dodge campaign

Dodge tvDodge will release three TV spots for Challenger, Dart and Charger, all featuring Danny Trejo, star of Machete, From Dusk Till Dawn and Once Upon A Time in Mexico. Thirty- and 60-second spots will air on Hispanic media, as well as on YouTube and social media. The campaign, created “in partnership” with Lopez Negrete Communications, includes an original digital component: videos showing actors portraying customers taking test drives with Trejo playing car salesman.

[youtube https://www.youtube.com/watch?v=KDHsl3xdP1Y&w=560&h=315]

Hispanic population growing but not as fast

A new study from Google and Ipsos MediaCT of 4,500 self-identified U.S. Hispanics confirmed many other findings that this group is highly digital and mobile. Seventy nine percent said they use search daily, and it’s their top online source for researching purchases. Plus, 66 percent of those who go online said they pay attention to online ads; this is close to 20 percentage points more than the general online population. From 2011 and 2014, the number of Spanish keyword searches increased from about 65 percent to 200 percent across categories such as auto, food, and beauty, although even Spanish-dominant consumers often use English online.

#HispanicGirlsUnited takes off on Twitter

The hashtag began trending on Twitter on June 25, 1215, when it was added to a Twitter conversation about narrow beauty standards, cultural expectations, sexism, and racism, according to TakePart.org. #HispanicGirlsUnited was still in regular use following that weekend, as Latinas shared messages of empowerment.

Meanwhile, the growth of Hispanics in the United States slowed, according to new figures released by the U.S. Census Bureau. It’s still growing, just more slowly.

Dump the Donald

Showing that neither his billions nor his fame give him license to insult, media companies pulled out of events and shows owned by Donald Trump. Univision said it would not air the Miss USA Pageant, partially owned by Trump, while Hispanic leaders urged NBCUniversal to do likewise and sever their financial ties with Trump. Of course, there’s a hashtag for that: #DumpTrump.

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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.

  • Goya Foods

Goya FoodsGoya Foods named Dieste its Advertising Agency of record. Goya’s previous AOR was Wing. Dieste will manage the brand strategy, creative and media planning duties for the U.S. and U.S. Hispanic markets and media buying duties for the U.S. market. According to Goya’s Senior Marketing Manager, Alvaro Serrano, the decision to work with Dieste came after a long review process. “Our decision to designate Dieste as our agency of record reflects our desire to deliver strong creative solutions for the Goya brand and its strategic products,” says Mr. Serrano.Goya, the #1 brand of authentic Latino foods in the United States, recently announced its plans to expand its current headquarters in New Jersey to a 615,000 square-foot headquarters and regional distribution center in Jersey City, NJ. Goya’s ad budget is split 60-40 between U.S. Hispanic and the general market, and is handled by a single agency, said Goya Senior VP Joseph Perez. And it’s a Hispanic shop.

  • T-Mobile

The mobile phone maker begun a TV push yesterday (Sunday), continuing with a major presence in ESPN’s coverage of the Home Run Derby today (Monday) y and in the MLB All-Star game on Fox on Tuesday (tomorrow). The campaign will run through the summer and include four 15-second and 11 30-second ads that star former Saturday Night Live comic Bill Hader, who helped write the spots created by agency Publicis & Riney. T-Mobile hopes to improve on its No. 4 ranking in mobile sales market share. T-Mobile’s commercials take a poke at Verizon and AT&T, which both recently lengthened the amount of time users must wait for an upgrade.

  • Target

TargetWith the critical back-to-school and back-to-college season looming, Target is expanding its offerings for students as well as doubling down on digital experiences and campus events. The retailer said it plans to invest heavily in broadcast TV — it has six ads — followed by print and radio. There will also be a program with Instagram. Ads focus on celebrating kids’ sense of style, a departure from the campaign that has run for the last two years featuring teachers and opening with a salutation to parents. The ads, created by 72andSunny, will air in select markets beginning July 14 and roll out nationwide on July 28.

  • Dodge

The Dodge brand is targeting multicultural millennials with a Spanish/English ad campaign for the 2013 Dodge Dart featuring global music sensation Pitbull. The rapper, who utters his signature “!Dale!” (“Let’s do this!”) phrase in the spots, also composed original instrumental music called “Drop 2 the Bottom” for the commercials: “How to Change Cars Forever” and “How to Break Through and Succeed.”  The campaign reflects the Dodge brand’s focus on targeting multicultural millennials for the compact car segment. The Dodge Dart multicultural ads will air on various national Spanish-language and bilingual networks.  They will also air on the Aspire and BET networks this month.  Digital ads will accompany the TV spots.

  • Kroger

Kroger, the nation’s largest grocery store chain is getting even bigger, Kroger said last Tuesday that it is buying Harris Teeter Supermarkets in a $2.4 billion deal, which will increase by three the number of states in which it operates to 34. N.C.-based Harris Teeter has 212 stores in what Kroger called attractive, high-growth markets in the eight Southeast and Mid-Atlantic states and Washington, D.C., and about $4.5 billion in revenue for fiscal 2012. Kroger CEO, Dave Dillon said that he doesn’t rule out the possibility that jobs could be eliminated or transferred to Kroger’s Cincinnati headquarters. Some functions, such as technology and advertising planning, could benefit from centralization, he said. Earlier this month, Kroger announced that it will stop the long-standing practice of doubling the discount on manufacturer coupons and turn to price slashing instead. Double couponing has been common at Kroger stores since the 1980s. Clip a coupon, take it to the store and Kroger would double the value.

  • Samsung Telecommunications

SamsungSamsung Telecommunications America has appointed R/GA as its new lead digital agency.The business moved from Publicis Groupe’s Razorfish, which won the account last November.Samsung, which manufactures Galaxy phones and tablets, spent $27.9 million on digital marketing last year, according to Kantar Media.


  • Lidervision.com

Hispanic pastors and Christian leaders now have a new online resource that focuses on Spanish-speaking audiences. At the first-ever LiderVision conference in Miami, FL held June 27-29, 2013, Spanish publishing imprints Editorial Vida and Grupo Nelson announced the launch of LiderVision.com, an online portal made specifically for Spanish-speaking leaders. Around 700 attendees were able to preview LiderVision.com’s services, which include free book excerpts, pastoral advice and access to an online store that will provide Spanish-language products and titles.

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