Northgate Gonzalez Market


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.

  • Northgate González Market

Northgate González Market has unveiled a new multimedia campaign during the highly popular Latin Billboards show featuring the grocery store’s authentic food, ingredients, and fresh offerings around the themes of sports, music, and the ever-so popular TV/binge-watching.”We recognize that our customers are not all the same, each customer has a different shopping mission and each customer has their own passion points and stories, we recognize that there is a story behind every visit to our stores,” said Caro D’Antuono, vice president of Marketing for Northgate Market and a member of Portada´s Sports Marketing Board. This was the inspiration and cultural insight used to create the “What a Feeling” ad campaign. The spots feature “What a Feeling,” a song from the 1983 major motion picture Flashdance with re-written lyrics to reflect the emotions being felt by the various characters in the commercials.  The playful creative developed by Circus based in Santa Monica has several components from digital video ads, social media, radio and television. Founded in 1980 Northgate González Market is an authentic, family-owned and operated Hispanic supermarket chain with 40 stores in Orange, Los Angeles and San Diego counties.




  • Tampico Beverages

Tampico Beverages, one of the world’s leading manufacturers and marketers of high-quality and value-added juice drink concentrates, has launched a sugar-free product, Tampico ZERO. Available in two flavors, Mango Punch and Citrus Punch, the beverage joins the Tampico product family as an alternative for those consumers looking to limit their sugar intake.The product has been rolled out to retailers throughout Texas, Arizona, Illinois, and parts of Nevada and New Mexico. Distribution is expected on a broader national scale in late 2019. Tampico ZERO’s launch is initially being supported by a robust direct-to-consumer digital marketing campaign, geo-targeted to key markets of distribution, combining social media, programmatic advertising and online radio. In addition, Tampico is working with hyperlocal influencers to share the product narrative with their followers.


  • Cacique Inc.

Cacique Inc. announced the acquisition of El Sol Foods, a maker of homestyle salsas headquartered in Gilbert, Arizona. The acquisition signals the Cacique brand’s entrance into the salsa category. It allows Cacique to extend its portfolio of authentic, high-quality Hispanic foods rich in heritage and tradition to even more people across the country, according to a press release.Distribution of the new Cacique salsa products will begin regionally in the western U.S. this May, with nationwide rollout beginning this summer.The company said Cacique Homestyle Salsas are handcrafted with fresh produce using a small batch, cold process that guarantees homemade, authentic Mexican flavors in every bite, continuing the tradition that El Sol began more than 30 years ago.Family-owned and founded in 1973, Cacique is a brand of Hispanic cheeses, creams, yogurts and chorizos. Headquartered in Monrovia, California, Cacique remains dedicated to producing authentic, fresh and high-quality Hispanic products.

  • NSA

The National Supermarket Association will launch the “Marca País” campaign in partnership with the government of the Dominican Republic, to promote Dominican products through supermarkets that are members of the NSA, on the East Coast of the United States, Abasto Hispanic has reported. The NSA supermarkets would support Dominican products that reach our stores and the Dominican State would create an incentive through the Consulate in NY to promote Dominican brands. The agreement is in the process of being finalized and it is expected that the President of the Dominican Republic, Danilo Medina, will sign it before the month of June.


2019 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.


  • Kia Motors

Kia Motors America has launched an entirely different marketing campaign that builds upon the brand’s “Give It Everything” mantra and heralds the arrival of the most adaptable version ever of the brand’s iconic urban runabout.Set to an energetic custom soundtrack, the spot entitled “The New Species of Soul” is the centerpiece of a multi-faceted campaign starring three unique versions of the Soul model. For the third generation, Kia “gave it everything” and poured more of its “soul” into every inch of the vehicle, resulting in rugged performance, thrilling technology and urban practicality, qualities that transcend geography and appeal to drivers of all ages. The campaign includes :60-, :30-, and :15-second broadcast versions for general market; and :30- and :15-second versions for the Hispanic market. A multi-channel digital campaign and in-cinema airings beginning in late April, will support the broadcast elements.

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.


  • Northgate Gonzalez Market

Independent grocer Northgate Gonzalez Market is moving its point-of-sale system to the cloud by integrating NCR Emerald, which will transform the Hispanic retailer’s digital services and help innovate the customer experience. Atlanta-based NCR is a software- and services-led enterprise provider in the retail industry. Northgate is among the retailers that are moving into a digital-first world and engage customers before they ever set foot in a store. With NCR Emerald, the grocer gains the benefits of a cloud-based point-of-sale infrastructure that will help it quickly deploy new customer-facing applications. Additionally, the open architecture of NCR Emerald will help Northgate leverage and integrate its previous investments in loyalty, payments and merchandising.Anaheim, Calif.-based Northgate Gonzalez Market operates 40 full-service supermarkets in three California counties: Los Angeles, Orange and San Diego. Caro D’Antuono, Vice President of Marketing at Northgate Markets is a member of Portada´s Sports Marketing Board. 


  • Tecate

Mexican beer brand Tecate, owned by Heineken USA, is expanding the “We are Bold” campaign with new video spots.Created with agency Nómades, the ‘We Are Bold’ campaign centers on the cultural insight that guys everywhere become friends, but bicultural Hispanic men become brothers. The campaign is supported with online video, broadcast, digital and social, radio and out-of-home. The brand is also releasing  a higher-alcohol beer called Tecate Titanium.The new Tecate Titanium doesn’t have a televised marketing element, but is an important growth area for the brand. At 7.5% ABV, Titanium will be available in 24-ounce, single serve cans, and will launch in select markets throughout the country including New York and the Sun Belt states. Titanium will capitalize on the increased popularity of Mexican Imports, and the growing demand for higher-strength beers.Titanium will be promoted through out-of-home advertising close to the stores and with radio and sampling events. Belen Pamukoff, Tecate brand director, told The Drum that Tecate is also concentrating on expanding social media efforts through Facebook, Instagram, Snapchat and Twitter, along with a series of six-second gifs. The brand will be localizing communications to be very direct to local markets, with a lot of the volume going to the Sun Belt in California, Dallas, Houston and New Mexico. Pamukoff is a member of Portada´s Brand Star Committee.


  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.


2019 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.



  • Goya Foods

Goya Foods, the largest Hispanic owned food company in the United States, was voted as America’s number two most loved U.S. food brand and placed in the top 10 most loved brands in the country, according to the second annual Engagement Labs’ TotalSocial® brand awards.Founded in 1936 in New York City, Goya has provided consumers with over 2,500 high quality, authentic, and affordable products ranging from everyday staples like olive oil and seasonings to classic ingredients like rice and beans; cultural foods that remind people of their native homes and often times, their grandmother’s cooking. Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers.

  • Café Bustelo®

Café Bustelo®, the rich espresso-style Latin coffee brand, launched a café inside a shipping container where residents can explore the brand’s Sabor Latino and purchase coffee drinks such as cafecito, colada, cortadito and café con leche. The café will also serve traditional Latin indulgences including pastelitos and empanadas. Located at 3615 Montrose Boulevard, the café will be open from 7 am until 4 pm daily now through May 25. Houston’s Montrose area boasts a vibrant and diverse culture that speaks to Café Bustelo® brand’s roots in Latin tradition and dedication to celebrating community. Through May 25Café Bustelo® will host a variety of organizations, providing a platform for art and live performance. A portion of the proceeds from the café will be donated directly to the organizations involved.


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.

  • Lionsgate

Publicis’ Starcom USA unit has won studio Lionsgate‘s media account. The assignment, which is estimated to bill US$400 million annually, makes Starcom Lionsgate’s media planning and buying agency of record.Lionsgate studio also operates pay TV channels Starz, Pop and Epix.





  • Lexus

Lexus brand will sponsor the web series aimed at multicultural Millennials “I Turn My Camera On” on essence.com, Mediapost has reported. The series features actor and photographer Lance Gross. The 10-episode digital series, created with Macro Digital Studio, explores Gross’s world and his famous crew. The series features Omari Hardwick, Kelly Rowland and her husband Tim Weatherspoon, King Bach, Keke Palmer and Simone Missick. The first episode features Michael B. Jordan. A new episode will be available every Wednesday at 12 noon EST.  Additional episodes will be announced in November.Lexus’ digital content channel L/Studio is sponsoring the series and will feature exclusive behind-the-scenes content on www.LStudio.com.Focused on nuanced storytelling with universal themes, Macro aims to resonate with multicultural Millennials.

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!

  • Coca-Cola

Topo Chico sparkling water from Mexico has become part of the Coca-Cola family. The Coca-Cola Co paid US$220 million to Arca Continental, S.A.B. de C.V., the second largest Coca-Cola bottler in Latin America, which owns the rights to the Topo Chico brand. The deal was made through the American beverage giant’s Venturing & Emerging Brands unit. The vast majority of Topo Chico’s U.S. sales are in Texas — about 70 percent.Topo Chico’s “legacy team” will join Coca-Cola’s VEB unit but remain based in Texas. The acquisition marks a full circle for Topo Chico; the brand’s parent company was the first to bottle Coke outside the United States through a deal struck in the 1920s.


  • Northgate/ Cardenas Market

Anaheim-based Northgate Gonzalez Market has sold its stake in seven Los Altos Ranch Markets in Arizona to rival Hispanic retailer Cardenas Market.The sale comes more than three years after the two leading Southern California Hispanic retailers joined forces to buy Pro’s Ranch Markets, which had seven stores in Arizona, two in New Mexico and two in Texas. The value of the deal was not disclosed.Northgate said selling the Los Altos stores will allow the company to focus on its expansion plans in Southern California. The deal is expected to close in 45 days. During the transition, Northgate said it will continue to provide operational support at the Los Altos stores in Arizona.Northgate operates 40 stores in Orange, Los Angeles and San Diego counties. Northgate did not reveal its growth plans for Southern California.Cardenas operates about 30 stores in Riverside and San Bernardino counties as well as Las Vegas.

  • Astral Tequila

San Francisco-based Erich & Kallman has been appointed agency of record for Astral Tequila, owned by Davos Brands, following a formal review. The agency is tasked with creating a market launch plan for Astral. It will also lead video, digital, print, social and OOH components for the brand.E&K was cofounded last year by Steven Erich, former president and partner of Crispin Porter + Bogusky, and Eric Kallman, former executive creative director at Goodby, Silverstein & Partners and Barton F. Graf, as well as creative director at Wieden & Kennedy. The agency has worked with various brands, including General Mills, Chick-fil-A, New Belgium Brewery, Gusto, Church’s Chicken and MTV.




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Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have partnered  to launch an innovative shopper marketing promotion that will reward consumers who purchase Unilever products with an exclusive performance by multi-platinum Latin artist, Reyli.

During a five-week period from April 2(nd) through May 5(th), consumers who spend $100 on participating Unilever brands will earn two tickets to see Reyli at a concert at the Honda Center in Anaheim on May 17(th).  Tickets to this exclusive event cannot be purchased in any other fashion and can only be earned by shopping during this promotion. A free mobile app, Northgate Market, is also available–for iPhone and Android phones–to help shoppers keep track of their purchase totals.  The app also features additional tools including a store locator and recipe videos.

More than 350 personal care and food products from Unilever brands including Axe®, Dove®, Degree®, TRESeme®, Ponds®, Caress®, Country Crock®, Wishbone®, Suave®, Best Foods®, Lipton®, Knorr®, Ragu®, Breyers®, and Popsicle® can be purchased as part of the program.  Consumers can learn about the full range of Unilever products participating in the program through in-store signage, island displays, and in-store announcements.

Shopper Marketing“Unilever continues to drive new and innovative promotions at retail and this disruptive platform is no exception,” said Lou Paik, Shopper Marketing Manager for the West Division, Unilever.  “When you are able to provide your customers with an opportunity that is truly unique, deliver an experience to your shoppers that they highly value, and affect social change in your local communities… you know you have a winning program.”

Leading the marketing effort for Northgate is Mike Hendry, Vice President of Marketing. “We are excited to partner with Unilever in this one-of-a-kind promotion that rewards our most loyal customers with an exclusive opportunity to see Reyli in concert. We believe the Northgate app will allow us to connect with our customers on a more personal level while also rewarding them by connecting food and music in a fun and different way.”

The Northgate digital platform was created by CausePlay, a digital/mobile agency managing the promotion.  “We are pleased that our expertise in mobile and retail grocery have provided the backbone to effect this significant promotional event,” said Scott Loyola, CMO and partner at CausePlay.  Using this exciting technology platform, retail grocers can track and ultimately provide unique consumer rewards.