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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.

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  • Molson Coors

18bd4c62e115703b3feaae375fdf2a43_400x400Brewing company Molson Coors has moved its’ US media business to Publicis Media, with the creation of a bespoke ‘Connect’ media solution. Zenith Media retained the account in the UK. The US account was valued by Kantar Media at US$340m in ad expenditures during the first nine months of 2016. IPG’s Initiative was the incumbent since 2008.Kinetic will continue to be the out-of-home partner in both the UK and the US. Recently, Molson completed its US $100 billion takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer. Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Mattel

7219_152274167599_148757037599_2648143_8226052_n_400x400Toy maker brand Mattel has appointed two Publicis Groupe’s MediaVest|Spark and DigitasLBI for media planning and buying duties following a review that began last October.Mattel spent around US$120 million annually on ads in 2015, according to Kantar Media. Prior to the new assignment, Publicis Groupe’s Starcom  handled planning and WPP’s Mindshare did buying.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Destination Canada

descargaDestination Canada has two new agency partners who will help bring more travelers to Canada.The two media agencies selected to work on the account are IPG Mediabrands Canada (IPG) and DIG Digital Innovation Group Inc. (DIG).Destination Canada’s media agencies will be responsible for channel strategy; media purchasing for paid search; social media, programmatic digital media buying and traditional media; global and regional content partnership negotiations; technical media production and tag management implementation as well as analytics and reporting.Incumbents were OMD, in collaboration with DDB, and Acronym. Destination Canada will continue to work with OMD and Acronym through to the end of April.

  • CoStar Group

jjCoStar Group, Inc. launched the nation’s only exclusively Spanish apartment-listing site, Apartamentos.com. Built and tailored to meet the needs Spanish language households in the U.S., Apartamentos.com is the newest addition to the Apartments.com network of sites– joining Apartments.com, Apartment Finder, Apartment Home Living, move.com, doorsteps.com and realtor.com®. As part of CoStar Group’s process in pioneering a Spanish language apartment site, community listings have been subject to human translation for the most accurate and authentic presentation. Property Managers can receive leads in either English or Spanish, with on-line translation available. Every current and future paid advertiser on Apartments.com will receive a translated ad on Apartamentos.com to reach an even broader audience.

  • Philly Cream Cheese

images-1Philly Cream Cheese, a Kraft Heinz brand, is running its new “Tiene que ser Philadelphia”  Spanish-language advertising campaign. Ads are running in Telemundo, Univision and Unimas with online video ads also planned. In the new “Tia” spot, the power of creamy Philadelphia cream cheese transforms a family event into something enjoyable and irresistible for everyone. It showcases how the authentic and fresh ingredients that go into Philly give it power to transform everyday moments like these. The spot also highlights the brand’s less processed credentials – no artificial preservatives, flavors, or dyes in the soft cream cheese spread. For Philadelphia, this spot is geared towards their growing Hispanic market, supporting an affinity for this beloved brand. In addition to launching this new creative campaign, Philly is pushing into snacking with three new products launching early 2017 in nationwide retailers: Cheesecake Cups, Bagel Chips and Cream Cheese Dip, and Garlic & Herb Cream Cheese Spread. Creative agency behind the effort was Lapiz. Starcom Mediavest is Kraft Heinz media agency of record. Kraft Heinz spent $44.2 million on measured-media for Philly brands from January through October 2016, after spending $33.7 million in calendar 2015, according to Kantar Media.

  • PwC

descarga-2PwC (formerly Pricewaterhouse Coopers) is reviewing media agencies to assist in the execution of an advertising campaign, according to AgencySpy. A spokesperson indicated that this would be a strictly media agency review, but several parties close to the matter tell AgencySpy the remit goes beyond media strategy to include creative—and that Huge and Deutsch are among the shops currently pitching. PwC has been steadily building its internal agency Digiday profile for the last three years. PwC spent around US$11 million on paid media in 2015 and just under US$10 million during the first 9 months of 2016, according to Kantar Media.

  • DishLATINO

eugenio_derbez_photo_storytelling_exampleDishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a comprehensive campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward. The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities. Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” Periko & Jessi Leon star in a new music video. The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign. DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story. Eugenio Derbez, who will be among the first to create and share a customized image, shares more about how to create an image in this video (Spanish only).

https://youtu.be/r_c2Qhuw5CY

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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 Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • 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: The Kraft Heinz Company has consolidated its U.S. media agency assignment with Starcom.
Why it matters: UM was Heinz’ incumbent while Starcom held the Kraft account.  Kraft and Heinz announced their merger earlier this year. This caps a great week for Starcom which also gained Visa’s global media buying account.

The newly merged Kraft Heinz Company has consolidated its media agency assignment with Publicis Groupe’s Starcom without a review, the company confirmed Friday. Starcom had handled Kraft, while UM was the Heinz incumbent. Combined, the companies spent over $600 million on ads in 2014, according to Kantar — with most of that spending placed by Kraft.  The newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. The company’s products include Kraft Macaroni & Cheese and Heinz Ketchup among many other brands.

(When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann)

Data, and the company’s and agency’s ability to analyze it, is critical to optimizing future media planning and buying.

The win caps a huge week for Starcom, which earlier won the $200 million global Visa media AOR assignment after a review. Michael Mullen, SVP corporate and government affairs at The Kraft Heinz Company, issued a statement about the move: “As we work to build something truly special at The Kraft Heinz Company, we are examining every aspect of our business to ensure we are operating efficiently and effectively, and best positioning the Company to deliver on the needs of our consumers. In this spirit, we have decided to consolidate all media planning and buying for Kraft Heinz with Starcom, effective immediately.”

Mullen added that the company believes data, and the company’s and agency’s ability to analyze it, is critical to optimizing future media planning and buying.

“Kraft Heinz has partnered with Starcom to make unprecedented strides in unlocking the value of data in the industry, and we will continue to leverage groundbreaking data innovation to enable our brands to achieve more effective consumer connections at the most effective cost. “By working with Starcom and harnessing the power of the newly merged Kraft Heinz, we believe data will help us improve targeting, gain insights and refine our exposure and engagement with consumers, ultimately improving the overall quality of media. We fundamentally believe in investing in marketing to drive our business, and we look forward to partnering with Starcom to grow our unrivaled portfolio of iconic brands.”
Mullen added that the decision to consolidate “was not made lightly. We have enjoyed a great relationship with Universal McCann and we thank them for their partnership and dedication to our business over the years.”

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