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What: Mitú has carved out a niche in the social space, helping brands leverage the World Cup to engage millennial Latinos.
Why it matters: The example set by Mitú at World Cup can serve as a template or at least a starting point for brands to connect with Hispanics through grand-scale sporting events.

Mexico fans at World Cup 2018 Credit: Soccer.ru

When the final goal is scored and the trophy awarded for this World Cup (@FIFAWorldCup), what will marketers and brands look back on as a measure for success in North America, especially with the U.S. and Canada not qualifying, and even some of the biggest Latino countries expected to deliver going out as late as the quarterfinals?

One thing we believe marketers will point to is the bounce gotten from the Latino audience, one which continues to grow and have a larger share of voice, be it in English or Spanish in the U.S. We saw the leverage Soccer United Marketing exploited through Mexico’s run, finding ways for brands to engage fans both of El Tri (@miseleccionmxENand those following the event in general, and media partners covering the games fully recognized the growth of engagement across all platforms with a targeted Latino audience that has been hard to quantify by risk averse media buyers before.

What they have done with platforms like Netflix they can do even more effectively with sports, and the World Cup represents a great best practice that can now spill over into the NFL, MLB, MLS and others like NASCAR

Another area that has seen growth has been the social space, and that is where another company has been able to show brands the way to effectively and successfully engage with the Latino demo during the games, and set a path for success going forward not just in soccer, but in all areas of sport.

The company is Mitú (@wearemitu), and its focus on delivering Latino millennials to brands exclusively through social continues to see a payoff as the games in Russia reach their end. The philosophy is a simple one: create branded content that is authentic and very targeted to the interests and engagement habits of young Latinos and open a window for those companies to create brand loyalty and a conversation on social just for that audience.

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The results for companies like Fox (@FOXSports), Toyota (@Toyota), Wendy’s (@Wendysand Jack in the Box (@JackBox ‏) have been very promising, with millions of impressions and sharing across Facebook, Instagram, Snapchat and other social media platforms that could and should lead to more success down the road when World Cup is just a memory.

Mitú engages its audience through a Latino POV, representing the “200 percent” of youth who identify themselves as 100% American and 100% Latino. Mitú elevates and celebrates Latino stories, audiences and talent, putting them front and center in American pop culture. What they have done with platforms like Netflix they can do even more effectively with sports, and the World Cup represents a great best practice that can now spill over into the NFL, MLB, MLS and others like NASCAR, all major properties that crave a young audience, have had challenges engaging and retaining millennials, and need and want to show their brand partners even more of an ROI than ever before.

Herb Scannell

“Mitu represents the fastest growing and most influential demo in the U.S. today in Latino Millennials. With the U.S. not in this World Cup, smart brands like Toyota, Wendy’s, Jack in the Box, and obviously Fox Sports, realized they needed to reach our audience and engage them with content that is authentic and in-culture,” said CEO Herb Scannell (@herbscannelllast week. “They turned to us to create it for them. By engaging Latinos, these brands will be rewarded long after the tournament is over.”

While there was great angst from those looking toward the World Cup when the U.S. failed to qualify, the reality that settled in was pretty clear; now is the time to attach to and grow the Latino sports fan, be he or she a parent or an engaged digital savvy teen, and do it in the format that he or she is used to consuming. Even though it is still a work in progress it is clear that the takeaway from the past few weeks is that Latinos are engaged and brand loyal, and now there are quantifiable results with content that can be used for best practices for brands going forward. Maybe it would have been a bigger bonanza if 2018 was the coming out for young American stars on the field, but the real stars, the engaged consumer, especially the Latino ones, are starting to shine more, and companies like Mitu have really started to light that path for the future.

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It's pelotazo time ⚽️

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Cover image: Wikimedia/Fadesga

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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  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.

 

 

 

  • got milk?

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, has teamed up with Grupo Chespirito to host the 1-year anniversary of “El Chavo del Ocho Day” in Los Angeles on Sept. 8. In honor of “El Chavo del Ocho Day,” Toma Leche is celebrating the Latin American tradition of “La Merienda” by hosting free snack + milk pairings at various events throughout the month in each market.The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.  Millions of viewers who have embraced the character for his wholesome, pure authenticity and innocence still watch the animated version and reruns in Latin America and on Spanish-language networks in the United States.Toma Leche will host a family-oriented event at Vallarta Supermarket, located at 3425 Whittier Blvd., Los Angeles, on Sept. 8, from 2 p.m.-6 p.m. Planned festivities include La Merienda milk + snack pairings, interactive games, and a large-scale coloring wall of El Chavo for attendees to draw on.

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!

 

  • Tajín International Corporation

Claudia Sandoval, who won “MasterChef” in 2015, has announced a partnership with Tajín seasoning company. Sandoval will serve as the official chef and recipe creator in the U.S for Tajín International Corporation. As part of the partnership, Chef Claudia will create a series of recipes featuring the leading seasoning brand as one of the principal ingredients. Sandoval will also represent the brand as an ambassador at various food events this year.Last year, she represented Tajín on several media appearances and served as a judge for Tajín’s first ever Culinary Challenge in Houston, Texas.New York based d expósito & Partners is Tajín Hispanic AOR.

 

 

 

 

 

  • Honda

Fit for Fun: New Marketing Campaign Highlights High Tech and Sporty Character of 2018 Honda Fit

The redesigned 2018 Honda Fit is here and to amplify the Fit’s enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled “Fit for Fun,” focusing on the ‘fun’ attributes of the vehicle. The “Fit for Fun” campaign is the brand’s most robust multicultural, mobile and social-driven campaign to-date. The campaign leads off with a 30-second general market TV spot, “Fun Surprises,”. To extend the Fit campaign to multicultural audiences, Honda is launching a :30 Hispanic TV spot, “Secret Life of Fits”  and a series of “Fituation” spots geared toward reaching African American millennial car buyers .In a new :30 Hispanic spot, “Secret Life of Fits,” Honda shows how the 2018 Fit is a vehicle built for fun. The spot targets a diverse group known for their appetite for adventure and excitement. In addition, coming in late September, in partnership with Latino digital network, mitú, Honda will debut a new online series merging comedy with traffic, and will feature comedians including Lejuan JamesFrankie QuinonesJenny Lorenzo and Jesus TrejoIn the new “Fituation” series of TV spots, co-written and directed by Chris Spencer, Honda is looking to appeal to an African American millennial audience.The “Fituation” series will extend reach within networks and programs including BET, TV One, NFL, and NCAAF. Likewise, the Hispanic “Secret Life of Fits” TV spot will air in Hispanic Primetime, Cable, and Sports programming. To reach Millennial viewers who are cord-cutters or cord-nevers, the campaign leverages premium online platforms and devices, including Hulu, Amazon Fire TV, and Roku.

https://youtu.be/lrgFiddd7z4

 

 

  • Wendy’s 

Wendy’s has teamed up with BRAVO Miami to launch an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger US$5 deal that celebrates young Latino “Giant Juniors,” Hispanic Ad reports. The campaign, which revolves around 3 characters who embody the Hispanic “Giant Junior” young adults doing great things but still living with their parents, will air on TV, online video and in Social Media.The piece was directed by Pablo Fusco of Black Van Films and edited by Alex Dondero of Vaporpost.

https://youtu.be/WzmmVjWmJM0

  • Cellular Sales

Knoxville, TN-based Cellular Sales, one of the largest Verizon Wireless retailers in the U.S., has appointed EP+Co AOR following an informal review, Mediapost has reported.As the 600-store retailer currently operates with an in-house marketing team,  duties will be split on a project-by-project basis..EP+Co’s scope will include brand, strategy, content, digital media (buying and creative) as well as customer relationship management. EP+Co will also oversee local targeting efforts when needed.

 

 

 

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 Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 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.

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  • AT&T

descargaAT&T has consolidated its creative, digital and media accounts with Omnicom in the US and Mexico.”We have selected Omnicom via its BBDO and Hearts & Science units to be AT&T’s integrated creative and media agency,” said Lori Lee, senior executive VP and global marketing officer at AT&T  in a statement.  AT&T is one of the largest advertiser worldwide.

 

  • LG Brazil

descarga (3)Agency Y&R will handle the LG Brazil account comprehensive communication. The agency will be  responsible for planning, creativity and media buying for online campaigns, and content development for social networks and digital channels.

 

 

 

 

  • Chevrolet

descarga (5)Chevrolet Argentina has unveiled its new advertising campaign Vida Real (Real Life) which touts the S10 model. McCann Argentina was behind the effort that emphasizes the experience of real pick-ups users. Different prejudices that exist on these vehicles were evaluated for the campaign to conclude that it is best to associate this vehicle with real life.

https://youtu.be/i0HwHGAgMVQ

  • Wendy’s

Gnota_41104Geometry Argentina has launched the first advertising campaign for Wendy Argentina, the fast-food restaurant chain that after 10 years of absence in the country returned in 2012 with the opening of 5 stores. “Salí del molde” (“I came out of the mold”) new campaign developed focuses on the distinguishing feature of Wendy’s square hamburger. The campaign has been active since May. Media chosen is mainly digital and radio.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latina American 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.

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.

  • Virgin America /Alaska Airlines

descarga (4)Seattle-based Alaska Airlines has acquired Virgin budget airline for US $2.6bn. Virgin Airlines flies to 21 destinations within the U.S. and Mexico. Including Virgin America’s debt and aircraft operating leases, the deal is worth US $4 billion. The deal will allow Virgin America to increase its presence in California by expanding to San Francisco and Los Angeles and compete against major U.S. airlines. Conilla is Alaska Airlines media agency for the U.S. Hispanic market.

 

 

  • beIN SPORTS

descarga (3)beIN SPORTS Americas has appointed Y&R Miami to lead their advertising, marketing and communications efforts in the U.S. and Canada, effective immediately. Y&R will partner with beIN SPORTS to create all marketing communications targeting sports-fans to drive channel viewership as well as business-to-business efforts aimed at increasing advertising sales and MSO alliances in the USA and Canada. A Y&R spokesperson tells Portada thatY&R Miami will also be in charge of media buying and planning.

  • Wendy’s

gX8FmxKA_400x400Wendy’s will add one more element to its 4 for US$4 meal and promote it today, the fourth day of the fourth month of the year, Adage reports.Wendy’s introduced the 4 for US$4 meal last October. Now, customers can chose between the “JBC” burger and a Crispy Chicken BLT. As part of the effort, the chain will be giving promotional giveaways during some local Major League Baseball broadcasts. In addition, the fast food restaurant will run its spot during one of the very first commercial breaks during the championship game on TBS. It will advertise during the first primetime commercial break across a total of 35 networks Monday night, including during “The Voice,” “Dancing With The Stars” and “The Big Bang Theory.”VML was in charge of the general market spot, while Bravo did one for the Hispanic market that uses Spanish and English. MediaVest Spark is Wendy’s media agency.

descarga (5)

  •  Shangri-La Hotels

descarga (6)Shangri-La Hotels has appointed DigitasLBi to lead a global team of agencies from Publicis Groupe to run all creative, digital and media accounts, according to Mediapost. DigitasLBi, BBH and Zenith will comprise the integrated team, with support from those agencies in areas such as brand strategy, creative strategy and execution, CRM, media planning and buying across Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brands.Shangri-La worked with multiple agencies and ended its relationship with Ogilvy earlier in 2016.

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. 20 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.

  • Heineken

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)Following a review, Heineken announced that Omnicom’s TracyLocke is its new agency of record, leaving aside Geometry Global in less than a year, Agency Spy reports. TracyLocke becomes therefore Heineken’s new gency for shopper marketing and InMarketing and for channel driven retail solutions. Geometry had been AOR for Heineken USA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing business for several years prior to being named AOR for “Hispanic and Total Market retail and shopper marketing” in early 2015. TracyLocke will handle national brand portfolio work for the entire roster of U.S. Heineken brands including Tecate, Dos Equis, Newcastle, Amstel Light and more. It will also be in charge of regional marketing and designing localized market activations.The appointment marks the end of Heineken’s relationship with Geometry Global in the U.S., but not globally.

  • E*Trade

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (5)Financial company E*Trade has put its media agency assignment into review, according toMediapost. GroupM is the incumbent and has held the assignment since 2014 when  the company shifted the business from PublicisGroupe’s Spark without a review. GroupM is expected to defend.

 

 

 

  • Delta Airlines

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (7)Delta Airlines has kicked off a media agency review with Joanne Davis Consulting supporting the search, Adage reports. PublicisGroupe’s Digitas is Delta Airline’s current incumbent. Delta spent US$54 million in domestic measured media in 2014, according to Kantar Media.

 

 

 

  • Omnicom

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (8)According to Omnicom CEO John Wren, the holding company would be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

  • Carnival Corp.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (9)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is theowner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

 

  • Wendy’s

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (1)Wendy’s® has launched a new marketing campaign, internally dubbed Deliciously Different™, designed to allow customers to learn what makes Wendy’s Deliciously Different. The first installment will focus on Wendy’s signature hamburger – Dave’s Single™ (and Dave’s Double™ and Dave’s Triple™). The advertising focuses on Wendy’s promise to deliver fresh beef from locations close enough to its restaurants that the beef never has to be frozen*, and on improvements such as the new bakery style bun. The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com (Hispanic: othr-guyz.biz) which educate the consumer through an infomercial about all the great things one can do with frozen beef, besides eat it. The campaign has both general and Hispanic market elements, with unique executions tailored to both demographics.

  • BURGER KING®

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (10)BURGER KING® restaurants are bringing the signature flame-grilling technique they’ve been perfecting for more than 60 years to hot dogs with the launch of Grilled Dogs. The new menu item will be available at participating restaurants nationwide, starting February 23rd.  The launch will be accompanied by a campaign that will rely heavily on digital and social media, with a TV spot that is rolling out a few weeks after the Feb. 23 launch. Digital efforts will be handled by Code and Theory, while David Miami is in charge of the TV campaign.Horizon Media handles TV and digital media buying. Other agencies involved are Alison Brod PR for public relations and 500 Degrees for merchandising.Internal training videos about the hot dogs, which will also be released publicly, feature rapper Snoop Dogg for English-speaking restaurant employees and TV personality Charo for Spanish-speaking ones. With this launch, BURGER KING® restaurants will serve hot dogs in more restaurants than any other restaurant chain in the U.S.1Grilled Dogs will be available in BURGER KING® restaurants and drive-thrus every day of the week throughout the year.

  • Pernod Ricard

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (11)French liquor group Pernod Ricard SA said  it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.As part of the reorganization, Pernod is promoting Paul Duffy to Chairman and Chief Executive of Pernod Ricard North America from his post as Chief Executive of Absolut. Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

 

 

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. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Hankook Tire America

c775f413681f85dd5d7253b915212e5e_400x400Innocean USA won the Hankook Tire America account, following a review. Cheil Worldwide previously handled the account. The Huntington Beach-based agency is tasked with developing Hankook’s first advertising campaign in the the US market. The campaign, “Never Halfway,” consists of TV, print, digital and social media elements. (Horizon Media and Innocean recently created Canvas Worldwide with Hyundai and Kia as its main clients).

 

 

  • MGM Resorts International

KyDO2c61_biggerMGM Resorts International has appointed McCann and PHD its creative and media agencies of record, respectively, following a review.MGM will continue to work with other agencies on some of its U.S. brands. McCann and PHD will begin work in 2016.The shops will be tasked with campaign work for propierties like Bellagio, ARIA, Vdara, MGM Grand, Mandalay Bay, Delano Las Vegas, The Mirage, New York-New York, Monte Carlo, Luxor, Excalibur and Circus Circus and MGM Grand Detroit. MGM spent US$34.9 million on domestic measured media in 2014, according to Kantar Media. This latest agency effort represents a consolidation of media dollars, “not an increase,” according to the MGM spokeswoman.

  • Spalding

ierkw_X9_400x400Spalding, a sports gear brand, has named Walton Isaacson agency of record following a competitive pitch. In recent years the brand has not had an AOR but assigned projects to various agencies.Spalding wants to establish a global messaging platform that will serve as a foundation on which to build communications across multiple channels.Walton Isaacson’s first work will break in a new campaign launching next February, which will feature athletes of all levels.

 

  • Morgan Stanley

9ycMSrlc_400x400Banking giant Morgan Stanley will move its global media agency business back from Interpublic’s BPN to Spark in 2016.The decision follows the appointment of Mandell Crawley to its new marketing lead about a year ago.Stanley succeeded Susan Smith Ellis, who left the firm in July 2014 and was responsible for moving the media account from Publicis Groupe’s Spark to Interpublic Group of Cos’ BPN.In 2009, Morgan Stanley was a nearly US$40 million dollar account, but the company’s spending on domestic measured media dwindled to US$10.3 million in 2014, according to Kantar Media.

  • Pfizer/ Allergan PLC

ceca9b6e9b2c3af656aad2448e034455_400x400New York-based Pfizer Inc. and Allergan PLC have agreed to a US$155 billion merger that would create the world’s biggest drug maker by sales, adding more advertising power to one of the most formidable marketers in the U.S.Pfizer spent about US$1.4 billion on measured media in the U.S. last year, making it the seventh largest advertiser in the country, according to Kantar Media. Allergan spent US$267 million.

 

 

  • Wendy’s

descarga (2)Wendy’s® is bringing together aged Gouda and Swiss Gruyere Cheese Sauce with their oven-baked bacon as star players in Wendy’s new Gouda Bacon Cheeseburger.The Gouda Bacon Cheeseburger and Bacon Fondue Fries are the latest limited-time offers from Wendy’s. The fast food chain is releasing New TV spots and a digital video that acts as a trailer for the fictional movie “Gouda Bacon Cheeseburger: A Cheesy Underdog Story” on Nov. 30. Former football stars Terrell Owens and Vince Young star as Gouda and Gruyere, respectively, benchwarmers on a football team who get their chance to shine playing with a smaller player named Bacon.Mr. Owens also stars in a couple of audition-tape style videos that will air online. Publicis North America worked on TV and radio spots and the trailer video; VML was the digital agency on other content such as “behind-the-scenes” footage including the audition tapes; Starcom MediaVest was the media buying agency; Saatchi X worked on merchandising; and Ketchum is handling.Visit Wendy’s YouTube channel to watch behind-the-scenes videos starting on November 30.

  • Domino’s Pizza

GMUUGCGW_400x400Domino’s Pizza is offering 50 percent off all menu-priced pizza orders placed online for 10 days straight – its longest stretch yet- till Sunday, Dec. 6.The 50 percent off deal is only available on menu-priced pizzas ordered through Domino’s digital ordering channels which include Domino’s website (www.dominos.com), and the iPad®, iPhone®, Android, Windows Phone 8 and Kindle Fire® apps.Nearly 50 percent of Domino’s sales in the U.S. are placed through digital channels.

What:  Taco Bell is launching its new nationwide value menu called the Dollar Cravings Menu. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, Taco Bell’s lead creative agency as well as Spark for media planning.
Why it matters: Hispanics clearly overindex in attendance to Quick Service Restaurants (QSRs). Yum Brands, the company that operates the licensed fast food brands of Taco Bell, Pizza Hut and KFC,  was a top 35 advertiser to the U.S Hispanic consumer in 2013 and its advertising expenditures increased more than 30%, according to Kantar Media.

Taco Bell Dollar Craving MenuTaco Bell is launching its new nationwide value menu called the Dollar Cravings Menu today August 18. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, its lead creative agency as well as Spark for media planning. Taco Bell competitors like McDonald’s, Burger King and Wendy’s have been heavily promoting value menus since early 2013. Wendy’s last year overhauled its value menu, naming it “Right Price, Right Size,” which includes items that range between 99 cents and $1.99. McDonald’s has been pushing its dollar menu since late 2012, and Burger King is on an extended kick promoting its two-sandwiches-for-$5 deal. All these major fast-food chains are vieying to increase purchase intent among Hispanic consumers (see Table below).

 Long John’s lead in Purchase Intent Improvement

BrandScorePrevious ScoreChange in Score
Long John Silvers9.3-4.613.9
Taco Bell30.817.713.1
McDonald’s28.315.213
Arby’s7.4-1.18.6
Burger King29.42.18.4

Note: Purchase Intent Score improvement in Sept. October 2013
Source: YouGov

Hispanics, crucial to success

Taco BellHispanics are also a young demographic, with more than 23 percent of the population under 18 years of age, Liz Geraghty, vice president of brand marketing for Wendy’s recently told QSR Magazine. “As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant,” she says.

As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant.

According to research firm NPD, Hispanics have proved to be above-average limited-service users. According to NPD, more than 84 percent of Hispanics’ restaurant visits are at quick serves, and the average Hispanic consumer visits a limited-service restaurant 155 times each year, compared with the general population’s 151 visits.

“Four or five visits more per person per year is quite a bit of volume,” says Bonnie Riggs, restaurant industry analyst at NPD. The demographic also tends to use quick serves more for the breakfast daypart and snacking opportunities, and they’re above-average combo-meal purchasers, she says.

Four or five visits more per person per year is quite a bit of volume.

Taco Bell advertising also resonates well with Hispanics. A p0ll conducted by YaSabe, established that Taco Bell’s was the  most popular commercial with Hispanics at this year’s  SuperBowl.

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. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Nissan

nissanNissan has launched the national ad campaign “The Most Exciting Car Brand Celebrates the Most Exciting Sport,” to celebrate World Cup fever and give U.S. Hispanic consumers opportunities to cheer on their teams. The Spanish-language spots feature Nissan vehicles as the tools helping consumers bring the excitement of the summer soccer games. Both versions of the spot close with the English-language phrase, “Innovation that Excites,” a reflection of bicultural consumers’ tendency to be comfortable with both languages. The spots will run on national networks from June 12 through July 13. The first one,  entitled “Goal Trip,” features brand aficionados Diego and Rafa throughout their scenic road trip from New York to Brazil. The second , “Face-Off,” portrays cars facing off against enthusiastic soccer fans as they race to the stadium for the big match.

  • Coca-Cola

descarga (5)Coca-Cola has taken over Nascar and Yahoo Sites for the Fourth of July as part of its sponsorship of the 56th annual Coke Zero 400 race at Daytona International Speedway the past weekend. Coke Zero spokeswoman Danica Patrick will advertise the soda at the event and through digital ads that target sports fans, which will drive traffic to the summer campaign’s microsite.Via a microsite, consumers can swap out the logos and then share the content via Twitter, Tumblr, Facebook and Instagram. Mobile ads and pre-roll video from a TV spot were parts of the marketing mix.

  • Wendy’s

descarga (3)Wendy’s Pretzel Bun , one of Wendy’s most popular items in more than a decade , is coming back together with two hits of the late ’80s and early ’90s featuring R&B group Boyz II Men and Jon Secada.The pretzel bun will be available nationally by July 4. TV ads will launch July 7 simultaneously and will run for about six weeks. In the TV spot, created by Publicis Kaplan Thaler, Wendy’s Red character is shown regretfully walking around thinking about the Wendy’s pretzel bun to a performance of Mr. Big’s “To Be With You,” a popular song from 1991.Boyz II Men will make an appearance in Times Square July 9, where they’ll sing some pretzel love songs.To appeal Hispanic audiences Wendy’s will be using singer Jon Secada , who will appear in a national Hispanic TV spot and a digital “love song” video. WPP’s Bravo was in charge of the Hispanic work.

  • Burger King

images (1)Burger King is launching a short film on YouTube in support of the Lesbian, Gay, Bi-Sexual and Transgender community. The film shows clients of a Burger King along the San Francisco Pride Parade route who were surprised to open a Whopper wrapped in rainbow-colored paper with the message “we are all the same inside.” Burger King has also recently changed its slogan from “Have It Your Way” to “Be Your Way”, which according to senior VP of global branding, Fernando Machado, is meant to send the message that “as a brand, we welcome everyone.”

  • Doritos

dorito-tweetDoritos is rolling out the new “Cheesy Doritos” nationwide at 7-Eleven stores in the form of “Doritos Loaded” hot snacks. In social media, they’ve already been labeled “inside-out nachos.” These snacks are aimed at Millennials in search of low-budget, high-flavor eats. For 7-Eleven, it’s a way to attract younger consumers .With a secret seasonings, the new line contributes to building PepsiCo’s growing Doritos empire. The snack is stuffed with three kinds of cheese: American, cheddar and Romano.

  • Merkle

merkleAgency Merkle has bought privately-held RKG, a search and digital marketing agency based in Charlottesville, Va. This is Merkle’s second digital agency acquisition this year, following the acquisition of Chicago-based creative communications agency New Control.Terms of the deal were not disclose. Merkle plans to maintain RKG’s staff of 220 and bring the executive team onto its management team.However, it employed over 2,000 people before the acquisition. RKG works with clients like Express, Urban Outfitters and Drugstore.com, among others.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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.

  • Hass Avocado

saboreaThe Hass Avocado Board (HAB) has launched Saborea Uno Hoy, its new Spanish-language mark and website to offer information to Hispanic consumers in the United States and encourage them to include fresh Hass avocados in their everyday meals.The new mark invites consumers to enjoy the avocado’s flavor by including the words “aguacates frescos,” and highlights some of the Hass avocado’s nutritional benefits — “naturalmente grasas buenas + sin colesterol.” The board’s first Spanish website, www.SaboreaUnoHoy.com, features nutritional and research information, tips and recipes.HAB also enlisted renowned nutritionist Malena Perdomo as spokesperson of Saborea Uno Hoy in order to provide Hispanic consumers with expert advice and more ideas on how to use and enjoy fresh Hass Avocados. HAB was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture.

  • Joe Lhota 

Republican mayoral New York City mayoral candidate Joe Lhota launched a Spanish language website on Oct. 23. The new addition to his campaign strategy comes just under two weeks before the Nov. 5 general election.“We have a significant Spanish-speaking population here in New York City and Joe wants to ensure they receive his message of more school choice for parents and a safe, affordable city where people can raise their families,” said Lhota spokeswoman Jessica Proud in a statement.In the Oct. 21 Quinnipiac University poll, only 10 percent of Hispanic voters surveyed said they would support Lhota, compared with 79 percent in favor of front-running Democrat Bill de Blasio.The Lhota campaign also translated a popular television ad called “Rally” which showed support for the charter school movement.

  • Sony Mobile

Sony Mobile has changed its media agency in North America from WPP´s MediaCom to Carat (Dentsu), Adage reports. Mediacom will retain Sony Mobile’s international business. Sony Mobile Communications, the official U.S. subsidiary, spent $11 million on measured media in 2012, according to Kantar Media.

  • H-E-B

H-E-B is investing US$ $100-million in the expansion of its San Antonio headquarters. The move will double its downtown San Antonio workforce by 2030. The master plan includes a grocery store, to be called Flores Market. H-E-B Chief Operating Officer Craig Boyan unveiled H-E-B’s master plan http://www.mysanantonio.com/business/local/article/H-E-B-plans-100-million-investment-around-4922842.php in an exclusive interview with the San Antonio Express-News.Years in the making, it includes several mixed-use buildings, new public spaces and a pedestrian and bike trail along South Flores between Chávez and Arsenal Street. The redevelopment would encompass nearly 27 acres. “Our proposal is much more than just a downtown store,” Boyan said. “We think that we can help make South Flores and the San Pedro Creek a great street and a great redevelopment area in the city, perhaps like another Southtown.” The first phase of H-E-B’s plan includes a culinary school and test kitchen, renovation of its 1601 Nogalitos St. location, the downtown store and a connected gas station. n.
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  • Fisher Price

Fisher-PriceThe kids’ toymaker is increasing its digital ad spending by 50% during its holiday promotion in an effort to reach more millennial mothers. The online campaign will offer a $5 coupon for visiting the site, and another $5 coupon if they share videos from the site with their friends. The online campaign will be supported by TV ads.The Mattel-owned toy brand believes millennial moms are more digitally savvy so this is a better way to reach them. Lisa McKnight of Fisher-Price says, “This is the time of year millennial moms are doing a ton of research. They want to make informed decisions when they make their purchases.”
“We know we need to reach her in this digital space. And we also know this is the time of year millennial moms are doing a ton of research,” said Lisa McKnight, Mattel’s senior VP-marketing for North America. “They want to make informed decisions when they make their purchases.” told Adage.

  • Starcom Media Vest – Google

Starcom Media Vest has completed a major ad buy of the search engine’s video, display and mobile ad inventory. The deal gives MediaVest clients, including Coca-Cola, Walmart and Honda, access to online content, including YouTube partner channels, and access to Google insights, tools and strategists. They’ll also have access to sites in the Google Display Network like NBC, People.com and Glamour. Online media companies like Google have been looking to get marketers to buy advertising in an upfront like they do with TV, hoping to draw dollars away from broadcast and cable TV. Doing a major deal like this could set the ball in motion for other large media agencies to follow.

  • Wendy’s (Blitz Media)

Wendy'sWaltham, MA-based Blitz Media has resigned its Wendy’s account, which includes a number of regional assignments in the eastern part of the country, MediaPost reports. The decision came earlier this month after the agency did a profitability assessment of the account and held discussions with the client. But apparently issues couldn’t be resolved. Wendy’s spends around $275 million annually in measured media according to Kantar. Blitz has won a number of accounts in 2013, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.

  • Iberia Foods

Iberia Foods Corp., manufacturer, importer and distributor of Hispanic, Caribbean and other specialty foods and beverages, acquired the assets of Marcas Food Distributors, an independent distributor of Hispanic and European foods located in Chicago.The acquisition in the Midwest is a key step toward Iberia Foods’ long-term national expansion. The new company, Iberia Food Co. of the Midwest, will be a base for growth in Illinois, Wisconsin and Indiana. Iberia Foods Corp. is presently under parent corporation, Brooklyn Bottling Corp., a branded, private label manufacturer and franchise bottler with a distribution network across more than 25 states.The new location will be the seventh distribution hub for Iberia Foods Corp. with existing distribution centers along the east coast in New York, Miami, Orlando, Atlanta, Baltimore and Springfield, Mass.”This initiative is part of a larger vision to gradually expand Iberia Foods Corp. nationwide within the next three to five years,” said Pedro Casais, Iberia Foods vice president of corporate sales. “We pinpointed the void and realized that the Midwest region was thirsty for a more diverse portfolio of Hispanic and Caribbean products. Iberia Foods Corp. is the perfect fit to effectively address those needs.”

  • Emblem Health

New York based health insurer EmblemHealth is conducting an agency review for both creative and media duties. The winning agency will be selected by Mid-December. The company’s estimated ad spend is about $15 million annually. Boston-based Mullen (Interpublic Group) is the incumbent.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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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.

  • Dos Equis

Dos EquisDos Equis is unveiling the details of its Masquerade marketing campaign, which kicks off on Sept. 1.The campaign, timed to launch with this fall’s entertaining season, urges adult consumers 21 and older to kick their Halloween celebrations up a notch while inviting them to win a trip to the Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings, according to the beer company.”Halloween has become a favorite occasion for adult consumers. More than 60 percent of those 21 to 24 years old will either throw or attend a Halloween party,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10 percent, resulting in sales of over $8 billion, an estimated $80 per person. Retail activation, led by point-of-sale featuring the limited edition bottles, encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. The campaign will also feature cross merchandising offers from leading brands, such as Kettle Brand Potato Chips, and 1800 Tequila (where legal).Dos Equis Masquerade program will run Sept. 1 through Oct. 31.

  • Jamba Juice

Jamba Juice has started one of its biggest-ever marketing campaigns in order to promote its Kids’ Menu that it introduced earlier in the year, according to Advertising Age.The kids’ menu includes four 9-ounce fruit and vegetable smoothies, including Strawberries Gone Banana, Berry Beet It, and Poppin’ Peach Mango and two food items developed for kids: a Pizza Swirl with turkey or a Cheesy Stuffed Pretzel, according to Advertising Age.Elements of the campaign will include a Facebook sweepstakes, with the prize being a trip to tour DisneyToon Studio; in-store and digital marketing; and radio spots. Jamba Juice is also partnering with Walt Disney Co. as its fast food and beverage promotional partner for the animated film Planes. The company would not comment on the cost of the campaign, but it spent only $3.6 million in U.S. measured media during all of 2012.

  • eBay

eBay Enterprise Marketing Solutions, a roll up of nine marketing companies under eBay Enterprise seeks to compete with bigger, more established agency players in end-to-end digital marketing.The newly named eBay Enterprise Marketing Solutions combines nine companies previously operated individually—ClearSaleing, e-Dialog, FetchBack, M3 Mobile, MBS, PepperJam Exchange, GSI Media, Silverling and True Action—into one cohesive unit that will make it easier for marketers to one-stop shop when looking to use digital. One such marketer and eBay enterprise client is Aeropostale.

  • Spirit Airlines

Spirit Airlines is contacting agencies about its creative and media business, according to Spiritsources.The carrier, which spends most of its marketing dollars online, has a budget of more than $5 million.The incumbent, Siquis in Baltimore, is participating in the process.The airline makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger carriers, with, for example, lower base fares.

  • Tate &Lyle 

Tate & Lyle, a global provider of food ingredients and solutions, announced the appointment of Gyro as its lead global marketing agency. Led out of its office in Cincinnati, USA, gyro will work with Tate & Lyle to develop and execute an integrated global marketing campaign designed to enhance Tate & Lyle’s position as a leading supplier of speciality food ingredients and solutions to food and beverage companies across the world.

  • Gain

Gain and Telemundo’s hit show La Voz Kids are engaging viewers in a social media activation done in show—and where a lucky viewer could have a starring role! The experience will be took place during La Voz Kids yesterday (Sunday July 21st) at 8 pm EST.

  • Wendy’s

Multi-platinum recording artist and television personality Nick Lachey has signed on to promote Wendy’s new pretzel bacon cheeseburger.As part of Wendy’s marketing campaign for the new offering, Lachey chose his favorite social media posts using the hashtag #PretzelLoveSongs and sang them to a national online audience earlier this week. He also sang two of his hit songs, “I Do” from 98 Degrees, and “This I Swear” from Lachey’s debut solo studio album “SoulO.”The 360 marketing campaign for the pretzel bacon cheeseburger includes national TV, radio, Hispanic TV, radio, digital and social media, restaurant merchandising and outdoor billboards. The campaign also includes Hispanic advertising adapted for the first time. Wendy’s “Mucho Mejor” campaign includes both TV and radio creative tied to the cheeseburger. “Mucho Mejor” loosely translates as “Much Better,” and is consistent with Wendy’s brand messages.This is the first time, Wendy’s is adapting the Hispanic advertising for national U.S. media.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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.

  • Hannay Reels
    Hannay Reels, a manufacturer of durable hose and cable reels for both OEM and aftermarket applications, just launched a new Spanish translation of their website to reach a wider audience with greater accessibility and enhanced communication. Product and category descriptions will be in Spanish as well as the trade show listing, dealer locator feature, contact page, news and company information. Numeric tables will also have proper translated titles and metric references.
  • Sony
    K4-TVSony Electronics today launched an integrated marketing campaign celebrating the stunning color and picture resolution of 4K. The campaign features Garth Davis, who most recently co-directed Jane Campion’s critically acclaimed miniseries Top of the Lake. A broadcast spot starts airing this week nationally, accompanied by digital, print and radio ads, mobile media and experiential events as well as retail point-of-purchase and interactive displays. Sony will also spread the word about the new 4K Ultra HD TVs through social networks, email, direct mail, and free-standing inserts. The focus on 4K is the first piece of a year-long campaign that showcases emerging and established collaborators who have been inspired by Sony technology to create unique and unforgettable stories and Sony brand experiences. All aspects of this campaign were developed with the support of Sony Electronics’ advertising agency 180 Los Angeles.
  • Dunkin’ Donuts
    Dunkin' Donuts HispanicDunkin’ Donuts updated the brand’s Dunkin’ App for mobile payment and gifting, introducing a new language setting that enables users to view content in English or Spanish. With the new setting, Dunkin’ Donuts becomes the first national coffee retailer to make information, features and special offers within its mobile app available in both languages. Dunkin’ Donuts also announced that the company’s official website (www.dunkindonuts.com) can also now be viewed in both English and Spanish languages.

 

  • Wendy’s
    Wendy’s® is rolling out a new wave of Hispanic advertising campaign week with the goal of creating a stronger connection with this fast-growing demographic, which makes up nearly 17% of the U.S. population . The Mucho Mejor™ Hispanic advertising campaign will reinforce Wendy’s shared values with Hispanic families, focusing on the best in family and food. “Mucho Mejor,” loosely translated as “Much Better,” will become the new Hispanic advertising tagline and complements Wendy’s mainstream “Now that’s Better™” campaign.“Our increased effort to reach Hispanic consumers is an important element of our Brand Transformation initiative to be a cut above the competition,” said Craig Bahner, Wendy’s chief marketing officer. The Mucho Mejor campaign is the next evolution in the company’s Hispanic advertising strategy. In 2010, the company and its Hispanic agency of record Miami-based Bravo launched the “Sabor de Verdad®” campaign, which focused on Hispanic customers’ savvy and appreciation for real, quality, tasty food.The Mucho Mejor advertising campaign launched last week on Spanish language TV and radio with the introduction of Wendy’s new Frosty™ Waffle Cone.
  • Disney
    Disney Consumer Products launched a line of dresses called the Disney Royal Ball collection, which is the first-ever line of Quinceanera gowns inspired by the stories of the Disney Princess characters. Quinceañera, which means one who is 15, also is called fiesta de quince años, fiesta de quinceañera, quince años or simply quince. It is the coming-of-age celebration for a Latina who is turning 15. Latin American cultures take part in this tradition, which is growing dramatically.
  • Hibu
    Hibu, a supplier of a supplier of print and online advertising solutions, has selected Colombian based agency Ariadna as its agency of record for Hibu in the U.S. to manage US Hispanics and Latin American markets. Ariadna will be in charge of media buying and planning, handling strategy, creative and media work, including digital and traditional media.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory  login and access the Directory.

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.

  • Harrah’s Rincon & Casino Resort
    blackjack
    Harrah’s Rincon Casino & Resort in Northern San Diego County, California, has selected  full-service marketing firm Gravity Media as their Hispanic agency of record. Gravity Media will be responsible for coordinating all marketing and advertising initiatives including media strategy, planning, buying and public relations. In addition to Gravity’s principal mission of positioning Harrah’s as the leading destination for the Hispanic customer, their marketing and communications efforts will also be on raising awareness of the $150 million renovation project taking place at the property, which includes a 403-room hotel tower, expansion of the pool venue, new lobby lounge, convention and entertainment center, a new indoor/outdoor Mexican restaurant as well as additional parking. The comprehensive strategic campaign will place a heavy focus on engaging the Hispanic markets on the West Coast, namely, San Diego, Riverside, San Bernardino and Tijuana.  “Gravity Media’s innovative and creative tactics, coupled with their cultural expertise, made them a perfect fit for Harrah’s Rincon,” said Darrell Pilant, Vice President of Marketing and Operations. “We are excited to employ the agency’s diverse methods toward making our property more well-known to the Hispanic community.”
    Since 2011, Caesars Entertainment has retained Gravity as their agency of record to spearhead the company’s Asian initiatives in numerous properties across the country, most specifically in the Chinese, Korean and Vietnamese markets.

 

  • GE-Capital
    The lending and leasing company is partnering with Slate.com for a six-month roadshow to major cities across the U.S. meant to stimulate its lending to midsized businesses, The New York Times reports. Each stop will feature different events such as town hall discussions and meeting with city officials and business owners. Daily blog posts and videos will appear on Slate.com. Promotional digital ads will appear on Yahoo Finance and Bloomberg sites.

 

  • Acento Advertising-Century Link
    Four months after having officially won the account, Acento Advertising this week begins production of new creative work for CenturyLink, the nation’s third largest communications firm offering high-speed Internet, cable TV and long distance. The new campaign will be unveiled in early June.

 

  • Wendy’s
    a-wendysWendy’s , the no. 2 burger chain is launching a new Hispanic marketing campaign it says will illustrate that Wendy’s shares the same values as the Hispanic community — that is, the importance of family, quality food and striving for betterment. “We started as a family business,” Liz Geraghty, VP-brand marketing at Wendy’s told AdAge.
  • Drafix Software
    Drafix Software, Inc., the manufacturer of PRO Landscape and leading provider of professional landscape design software throughout the world has announced the launch of a new Spanish language website: http://prolandscape.com/es/. The new website will allow those green industry professionals who speak Spanish to access both PRO Landscape product and support information in one streamlined location. The new website will better position the Spanish-speaking community to take advantage of all that PRO Landscape has to offer.

 

  • Frito Lay
    FritoLay
    Frito-Lay is introducing Top N’ Go, a product line targeting convenience store customers looking for a customizable on-the-go snacking option. Taking its cues from Latin America’s Tostilocos trend, the newest snack line includes horizontal packages of Tostitos, Fritos and Doritos chips that allow consumers to add their favorite toppings directly in the package. In-store Top N’ Go snack displays will be placed next to the chili/cheese and/or condiment station so consumers can customize their favorite snack chips with chili, cheese, hot sauce or any other topping available at the store. Each bag of chips will feature tear notches to allow customers to add toppings directly in the bag.

 

  • NYSE Euronext
    Amid mergers on both the marketer and agency side, Digitas has added NYSE Euronext as a client. The assignment, which came after a review, encompasses both creative and media responsibilities.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.


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.

Hipcricket – Nissan, Domino’s , Heineken, California Milk Processor Board/ GOT Milk/Girls Scouts, Head & Shoulders, Toyota Southern California, Wendy’s

Domino’s

Domino’s Pizza is launching its new Spanish-language ordering app for smartphones, available immediately. With this update to its current app, Domino’s currently covers more than 80 percent of smartphones, and will now offer a language alternative for Hispanic consumers.The app, and its Spanish-language update, join an already strong mobile ordering lineup that features the English version for the Apple iPhone®, Android phones and Amazon’s Kindle Fire®, along with a full-feature mobile ordering site at http://mobile.dominos.com . The new app allows Spanish-speaking customers the ability to order from nearly every Domino’s store in the U.S. from the palm of their hand and with just a few taps on their screens. Que bien! “We are committed to making sure we’re connecting with all our customers wherever they are,” said Russell Weiner, Domino’s Pizza chief marketing officer. “Now, that means providing Spanish-speaking users with the convenience of ordering from their mobile devices in a language that they are most comfortable with.”


Hipcricket – Nissan:
Hipcricket, a one-stop mobile marketing and advertising subsidiary of Augme® Technologies, Inc, announced that it has teamed with Nissan and its advertising agency, Team Ignition, to power a national mobile advertising campaign. The Spanish-language campaign utilizes mobile banner ads, mobile video ads, rich media, plus tablet-specific ads to reach the Hispanic audience on their mobile devices and drive them to a custom built Nissan mobile web site. Built by Hipcricket, the Nissan mobile website engages visitors with various car model-specific sub-sites. The sites include photos, videos and information about each car model to garner awareness, leads and brochure procurement. In addition to employing multiple mobile touchpoints, the campaign is also integrated with social media channels including Facebook, Twitter and Pinterest to maximize consumer engagement. By coupling media with the custom built landing page all served by one technology, Hipcricket and Team Ignition gain insight and optimization capabilities far beyond the click into the actual consumer interaction with the site. All of the data and analysis is within the Hipcricket platform, eliminating the need for multiple reports, separate outside vendors or technology – a struggle so many media planners face today. The Nissan Hispanic mobile advertising campaign ran across Hipcricket’s auto, news, sports, beauty, fashion, lifestyle and social channels.

Heineken
Heineken, the official beer of the XIII Annual Latin GRAMMY Awards® is partnering with Univision Communications Inc., and The Latin Recording Academy® to open a world of extraordinary Latin music experiences via on-air and online channels as well as on-site during the week of the Latin GRAMMY Awards. In its 13th year of sponsorship, Heineken will bring the unexpected side of the Latin GRAMMY Awards by providing consumers with exclusive content of the many events that will take place in Las Vegas, Los Angeles and Brooklyn.”At Heineken, we celebrate Hispanic culture by enabling our consumers with unique and unexpected experiences. Our sponsorship and programming surrounding the Latin GRAMMY® Awards exemplifies the Heineken brand promise,” said Pattie Falch, Brand Director, Heineken Sponsorships & Activation.

California Milk Processor Board/ GOT Milk/Girls Scouts
In 1997, an adorable 10-year-old Girl Scout named Megan Weber made an impression on Californians with her iconic uniform and an armful of cookie boxes on a memorable print campaign, provoking the question, “GOT MILK?” To commemorate this moment in time and the partnership established 15 years ago between the California Milk Processor Board (CMPB), the creator of GOT MILK?, and the Girl Scouts in California, the organizations announced today a search for three lucky Girl Scouts in the Golden State to be the stars of a new GOT MILK? print campaign. All that registered members have to do is submit a photo showing how Girl Scouts and milk are helping them become strong, healthy and confident young women.


Head & Shoulders
Head & Shoulders announced that Lionel (Leo) Messi, beloved Argentinean soccer player, is appearing in a series of ads designed specifically to reach U.S. Hispanic males. Messi’s charisma, talent and confidence on the field where a natural fit for Head & Shoulders as the brand continues to connect with fans via their passion for sports and seeks to speak to the ever-growing Hispanic market. The worldwide-sports star joins a distinguished roster of U.S. all-star athletes including Troy Polamalu from the Pittsburgh Steelers, Joe Mauer from the Minnesota Twins, and most recently, the most decorated Olympian, Michael Phelps. The three time FIFA world player has been a fan of the brand for years. “The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” said Michael Saabia, Brand Manager. Throughout the campaign in the U.S., Messi will be promoting the line Refresh for Men through TV and online ads. In addition, Messi’s fans will be able to obtain up-to-the-minute sports stats and photos of the athlete through the newly redesigned Facebook tab, www.HombreMVP.com. The ads were created by Dallas-based Dieste and join a series of ads in Latin America featuring the star since July of this year.

Toyota Southern California
US Latino broadcast network Estrella TV has launched a combined advertising-promotion campaign on behalf of Toyota of Southern California that will award a Toyota truck (Tundra) – all decked out by popular singer Gerardo Ortiz, hailed as the phenomenon of the Regional Mexican genre, to a lucky Estrella TV viewer. The campaign combines Estrella TV and the network’s website with network spots and fun website content starring Ortiz as he selects ‘tricked out’ components for the truck that was given away in a special ceremony event on Sunday November 4. The campaign was created and developed jointly by Toyota’s Hispanic ad agency Castells together with client Toyota and the advertising/marketing team at Estrella TV.

Wendy’s
Wendy’s kicked off its “Wendy’s Secret Sandwich” contest this week, which includes a grand prize trip for two to see reggaeton and pop Latino musician Tito El Bambino in concert. “Celebrating our fans’ passion for good flavor and good music, we’re inviting them to guess the ingredients of the Wendy’s Secret Sandwich and win a trip to one of Puerto Rican sensation Tito El Bambino’s concerts,” Jesus Valdez, Wendy’s director, Brand Management for U.S. Hispanic Markets, said in a press release. “Like all of Wendy’s products, this sandwich will have the flavorful, quality ingredients our customers have come to expect of our offerings.” During Wendy’s Q2 earnings call, CEO Emil Brolick said one of the company’s initiatives is to increase a presence with the Hispanic demographic. “We have a major opportunity to increase our relevance among Hispanic consumers. It’s an important sales opportunity,” Brolick said.