Wonderful Pistachios


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.

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

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  • BEF Foods

descarga-5Bob Evans Farms, Inc.’s grocery products division BEF Foods has appointed IPG Mediabrands’ UM as its’ media agency, according to Mediapost. UM will be responsible for traditional and digital media as well as search and paid social.The appointment follows a competitive review. The assignment does not include the company’s restaurant division which was not part of the review. BEF spent approximately US$3.6 million on ads in fiscal 2015.



  • Wonderful Pistachios 

richard_sherman_wonderful_pistachios_get_crackinWonderful Pistachios, known for its iconic “Get Crackin’” ads, launched its biggest “Get Crackin’” advertising campaign ever, investing US$55 million to support the largest pistachio crop in history. The irreverent and comedic commercials feature a really big star with the introduction of Ernie the Elephant. This pistachio-loving elephant refuses to work for peanuts and is voiced by WWE Superstar John Cena (“Trainwreck,” Fox’s “American Grit”).In the coming months, eight more commercials will air and pistachio lovers will witness Ernie’s unique take on elephant stereotypes, supermarket shopping, working out, lady squirrels and airport travel.Later this football season, two more spots feature Seattle Seahawks cornerback Richard Sherman schooling Ernie with his best defensive moves—and his famous trash talk—both on and off the field. The newest evolution of the “Get Crackin’” campaign was created by Wonderful Pistachios’s in-house creative team, Wonderful Agency. The campaign will be amplified by print and outdoor advertising, in-store POS, a large-scale digital and social media campaign, and public relations. In addition, Wonderful Pistachios and their new spokes-elephant Ernie are committed to elephant conservation and will soon announce how they will join the herd in protecting the future of elephants worldwide. (Check out our interview today with Adam Cooper, VP Marketing at Wonderful Pistachios).


  • Buchanan’s 

c1hjxsbb_400x400Buchanan’s, a luxury Scotch whisky brands, announced the launch of a new, national marketing campaign ­- Es Nuestro Momento. The 360 campaign aims to empower a new generation of Latinos with the belief that their cultural pride is key to unlocking true greatness. The campaign – developed in collaboration with Anomaly – premiered Sunday evening. To help amplify the influence of Latino greatness in culture, Buchanan’s has partnered with global Latin music superstar J Balvin for its Es Nuestro Momento campaign. Balvin embodies the brand’s belief that true greatness comes from embracing who you are and where you come from.Created in 1884 by James Buchanan, one of the great businessmen of his time and a pioneer in the world of whisky, Buchanan’s has more than 130 years of authentic heritage. The brand has long been a favorite among Latinos and is the largest premium Scotch brand in Latin America. The “Es Nuestro Momento” campaign debuted on Telemundo and CNN. It will continue to be brought to life through out-of-home advertising, television spots, digital ads, with dedicated responsible drinking creative, social media, and a consumer contest launching in 2017.



  • Aflac

imageAmerican insurance company Aflac will debute a new ad campaign specifically geared for the Hispanic millennial audience during the Latin American Music Awards on Telemundo.  The new television ad called “Te Ayude” (“Help” in English) will air on Telemundo for the first time tonight during the Latin American Music Awards show and will continue to air nationally on major Spanish language networks through late November beginning on Monday, Oct. 10. The 30-second ad is intended to highlight that “Aflac te ayuda a proteger tu bolsillo” (“Aflac helps you protect your pocket”) from the financial challenges of an unexpected illness or injury.The multi-channel campaign will include local radio in select markets, digital advertising, social media and online videos in addition to the television commercial spot. Aflac worked with Conill Advertising, Saatchi’s U.S. Hispanic agency, on the campaign. Viewers can engage via social media (@AflacDuck) and visit Aflac’s “Winners of the Night” section on www.telemundo.com.



  • Avon

descarga-6New Avon LLC announced the launch of a bold new advertising campaign – “This is Boss Life” – which celebrates the flexibility, freedom and financial opportunity of becoming an Avon Representative. “This is Boss Life” will run on national broadcast, digital, print and radio media in the U.S. beginning in October.The television campaign encourages audiences to take a step beyond their typical 9-to-5 work life and say hello to a new kind of life where they are the boss. The campaign heroine is a passionate woman, stuck in a passionless job – until she discovers a brand new life as an Avon Representative. In the print advertising, Avon Representatives are at the center of the campaign to inspire new recruits through their real-life stories of success. The ads feature: The Millennial, the Momtrepreneur & the Power Couple.The campaign was created in partnership with female-owned advertising agency TERRI & SANDY. Horizon Media led the media planning and buying. The :60 second digital, and :30 broadcast and radio ads began airing on October 7, and print ads will be seen in November and December issues of women’s magazines. Avon’s social and digital channels will be extending the “This is Boss Life” campaign message with custom social media filters, YouTube videos and more.

  • The HERDEZ® Brand

images-1For five consecutive years, the makers of the HERDEZ® Brand, the No. 1 salsa brand in Mexico, have celebrated the Day of the Dead, a culturally rich and historic holidays that resonates among many societies alike. This year the HERDEZ® Brand celebrates the Day of the Dead by encouraging participants to create their own works of art around the holiday through the “Día de los Muertos Celebration Through Art” Contest. One lucky grand prize winner will be selected to receive US$3,000 cash while 100 honorable mention winners will receive a custom sugar skull t-shirt. To enter the “Día de los Muertos Celebration Through Art” Contest participants can download any one or all of four unique Day of the Dead custom page coloring contest designs available exclusively on www.HerdezTraditions.com/DayofTheDead.Once downloaded, participants can customize their coloring sheet, submit their entry via www.herdeztraditions.com and share on their Instagram and Facebook accounts- enticing their followers to vote for them. The entry with the most votes received will secure the US$3,000 grand prize. The contest will run fromOctober 4, 2016 through November 4, 2016.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
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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.

As Wonderful Pistachio today is announcing a US $55 million campaign to celebrate the largest pistachio crop in history. Portada talks to Adam Cooper, VP Marketing for Wonderful citrus, pistachios and almonds, the Los Angeles-based company which has more than US$ 4 billion in annual sales.


nnnPortada: What is the main challenge you find as a marketer for Wonderful Pistachios?
A.C: “We revolutionized the category by working with retailers to uniquely position Wonderful Pistachios in the produce aisle instead of the snack aisle. The strategic placement of Wonderful Pistachios next to produce makes it easy for consumers to see our product as a healthy food rather than a traditional salty snack found in the junk food aisle alongside chips. In regards to the future, this crop year will be our largest ever! The industry is harvesting a record-setting 800 million pounds of pistachios this season, so it’s time to go big or go home! It’s only natural we go big in every way—a big new “Get Crackin’” campaign, with our biggest star, Ernie the Elephant. People love snacking—in fact, snacking makes up half of all eating occasions in America—so our goal is to make healthy Wonderful Pistachios even more accessible to everyone. Ernie will help drive awareness and remind pistachio fans to “Get Crackin’” every day and on every snack occasion.”

Portada: We understand you buy media in-house with the wonderful agency. Is that right? if so, what is the media mix (including influencers etc,) for Pistachios marketing?

A.C: “That is correct. We work with our own in-house team at the Wonderful Agency. Wonderful Pistachios is widely known for its iconic advertising campaign “Get Crackin’,” which demonstrates how every character cracks open a pistachio in their own unique way. We capitalized on strategic advertising with the “Get Crackin’” campaign with commercial spots that amplified the fun and irreverent character of the brand in traditional and non-traditional media. The “Get Crackin’” TV personalities have inspired chatter around the water cooler—and the pistachio bowl. As we approach our next crop year, we look forward to debuting another memorable campaign that reaches our target consumer on multiple platforms through advertising, digital, public relations and sales.  We plan to execute strategically integrated marketing initiatives year-round to connect consumers with pistachios and generate demand.”

We revolutionized the category by working with retailers to uniquely position Wonderful Pistachios in the produce aisle instead of the snack aisle.

Portada: When marketing specifically to the Hispanic population is there anything particular, vs general market campaigns, you take into account in terms of the marketing mix and media mix?
A.C: “Our outreach to the Hispanic population is based on leveraging key consumer passion points, including food and sports, specifically soccer.  We also work on crafting authentic messaging that is delivered through relatable sources, such as third party experts. Additionally, we are fortunate enough to have a product that lends itself to communicating positive messages. In the last year, we have worked closely with Laura Posada, certified motivational speaker and TV personality, on a campaign promoting smart-snacking options and motivating the consumer to adapt an active lifestyle. We are looking forward to continuing this relationship through the upcoming crop year. Furthermore, we leveraged all the excitement the country had surrounding soccer this past summer by partnering with Jared Borgetti for a retail activation, all while promoting pistachios as the ideal snack to consume while watching the tournament at home.”

Portada: How do you leverage the Wonderful umbrella brand when marketing each of the specific products?

1 2A.C: “The Wonderful Company is a vertically integrated company. This is clearly an advantage because it gives a clear lens across all of our different products, including Wonderful Pistachios, Wonderful Halos, POM Wonderful and Wonderful Almonds.  These are natural products and consumers are starting to associate our brands within this sector. No matter the brand, our variety of products really complement each other at the retail level.Additionally, premium nuts like Wonderful Pistachios and Almonds are driving the majority of snack nut growth, and its clear consumers want healthier options, whether snacking at home or on the road. To capitalize on this demand, we are always looking to cater our SKUs to the health-conscious consumer and increase retail distribution to ensure Wonderful products are the first choice for consumers looking for healthy and delicious snack option. According to food culture consultant The Hartman Group, snacking has steadily increased, and now 50 percent of all eating occasions are snacking. Given that 61 percent of consumers are looking for healthier snacks, there is tremendous growth opportunity for a healthy snack like Wonderful Pistachios. In addition, 71 percent of adults snack at work, with snack nuts being the #2 most often brought snack from home so we are capitalizing on these consumer insights through our strategic marketing campaigns. Recently, the Nielsen Harris Poll EquiTrend Study examined shopping habits for millennials, Generation X’ers, and Boomers finding that Wonderful Pistachios were in the Top 10 with millennials and boomers, and recognized by consumers as “on the way up.” Wonderful Pistachios brand is the only salty snack brand listed on any Top 10 list.”

CHECK OUT: Hispanic Shopper Marketing Today: Data-Driven Value Through Mobile Coupons

Portada: Retail/Shopper Marketing what are your activities specific to this area of marketing?

A.C: “At the retail level we focus on key consumption occasions throughout the year and introduce new bin creative connected to these. Something that is unique to us is the fact that we have a strong footprint within the produce section of the retailer and this is an area which is not heavily branded within the grocery store. We also leverage Hispanic specific creative at targeted retailers in order to be more relevant to the consumer.”

Portada: Does Wonderful have owned content marketing properties if so which ones are they?

A.C: “We have online portals for all of our brands. These portals provide consumers with basic product information including nutritional attributes as well as content of interest to consumers. We also engage with consumers through our social media channels which include Facebook pages, Twitter handles and Instagram accounts.

For Wonderful Pistachios specifically:



Twitter & Instagram: @GetCrackin”

Portada: What role do Influencers play in your marketing and how do you work with them?

A.C:” Influencers play an important role in our 360 degree marketing strategy. We work with various influencers in general market as well as in the Hispanic market. Our partnership with Laura Posada is a perfect example of how the right influencer can complement a brand and amplify our key messages to a targeted audience.   They help us create social buzz for the brand, develop their own pistachios-inspired moments, including recipes and pairings for consumers to try at home.”

Adam Cooper is Vice President of Marketing & Insights at The Wonderful Company, a privately held us$4 billion global company dedicated to harvesting health and happiness around the world through its iconic consumer brands, such as Wonderful Pistachios, Wonderful Halos, POM Wonderful and FIJI Water. Adam began his career at Wonderful in 2011. He spearheaded the rebranding of the company to The Wonderful Company in 2015. He has also run marketing for Wonderful Pistachios & Almonds and Wonderful Citrus business units since 2015. Adam has a BS and MS in Mechanical Engineering from the University of Michigan and an MBA from the University of Michigan’s Ross School of Business.  He lives in Culver City, CA with his wife, Hollie, and their two children.  In his spare time, Adam enjoys spending time with the family, playing tennis and soccer, and traveling.

The Wonderful Company LLC, formerly known as Roll Global, is a private corporation based i3n Los Angeles, California. With revenues of over $2 billion,[1] it functions as a holding company for Stewart and Lynda Resnick, and as such is a vehicle for their personal investments in a number of businesses. The company currently counts as business divisions the following brands: flower delivery service Teleflora, juice company POM Wonderful, bottled water company FIJI Water, Wonderful Pistachios and Wonderful Almonds (formerly Paramount Farms), Wonderful Citrus (formerly Paramount Citrus), sea freight company Neptune Pacific Line, JUSTIN Vineyards and Winery, pest control company Suterra, and in-house marketing agency Wonderful Agency (formerly Fire Station).

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.

  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.


  • Purina

CiRBQx_WkAA3-u5Nestlé Purina PetCare Company is teaming up with former pro quarterback and current football analyst Brady Quinn and his wife, Olympic gymnast, Alicia Sacramone Quinn to celebrate National Pet Month by asking people to Roll Over Hunger and help feed shelter pets during the month of May. Pet lovers everywhere can participate in the Roll Over Hunger challenge by uploading a photo or video of themselves or their pets rolling over to www.RollOverHunger.com, and sharing their photos and videos on social media using #RollOverHunger. For every photo or video uploaded to the website during the month of May, Purina will donate US$2 to the Petfinder Foundation, up to US$50,000, to feed shelter pets in need. The Quinn’s will host a Twitter chat on Tuesday, May 3 at 3:30 PM ET to share more about the campaign. Pet lovers on Twitter can participate in the conversation and learn more about how to get involved by following #RollOverHunger. Consumers can visit www.RollOverHunger.com to learn more about the initiative and receive a US$10.00 Purina coupon through an instant win game.

  • Allstate

o1jbwvpS_400x400Allstate Insurance Co. is refreshing its tagline after more than 60 years with its new campaign: “It’s good to be IN Good Hands.” The change aims to modernize the 85-year-old brand for young consumers. The effort will include a series of TV spots featuring celebrities including Tim Gunn, Adam Devine and Leslie Jones, all of whom are popular within millennials.The campaign includes four 30-second spots. Leo Burnett worked on the campaign.The ads will run through the remainder of the year. Allstate, which services more than 16 million households and has total assets of US$104.7 billion, plans to support the campaign with social media, digital video and display and streaming radio.


  • Western Union/ Azteca America

la (1)Azteca America, which announced at its Upfront last month that it would be incorporating Real-Time Participatory Media (RPM) into its programming, has signed its first sponsor for the service. Western Union, a leader in global payments services, has kicked off a two-week promotion — tied to Mother’s Day — that showcases Azteca’s capability to deliver high-level engagement between viewers and shows. Western Union is sponsoring RPM activities during “Escape Perfecto,” which airs during Azteca America’s popular 7 PM family game show hour, “La Hora Ganadora.” Starting May 4th, viewers were invited to participate in “Celebrando a Mama,” and answered Mother’s Day-themed trivia where they were asked: “What was the best gift you gave your mother?” Western Union’s sponsorship includes a branded quiz capsule, Western Union logo placement and a 30-second Western Union TV spot.

  • Wonderful Pistachios

5x7 Hashtag-v1Wonderful Pistachios announced that Jared Borgetti, soccer player and goal scorer for the Mexican National Team, will serve as the brand’s ambassador for a series of activations in celebration of this summer’s international soccer tournament taking place across the U.S. Borgetti will help build and foster awareness of Wonderful Pistachios as the game day snack among passionate soccer fans, and promote smart snacking during sporting events and active living among U.S. Hispanics. Borgetti will participate in a series of events hosted by Wonderful Pistachios during the most important soccer tournament of Latin America played this summer. During each activation, Jared will sign autographs, interact with fans, present donations to local junior soccer leagues and offer media interviews. Additionally, attendees will have the opportunity to win premium giveaways. The first event will take place in Houston on May 19, followed by San Antonio on May 20 and Los Angeles on June 3. Social media users will also have the opportunity to join in the excitement by following exclusive content produced by soccer enthusiast and social media influencer Jorge Perez known as “Soccer Machine” and following the hashtag.

Join us at PORTADA Mexico!

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.

    • Jet.com

yogzqREQ_400x400Maxus Americas has been named the Media Agency of Record for Jet.com, an ecommerce startup that is redefining the online shopping experience. Maxus will specifically focus on the TV portion of Jet’s overall media spend, overseeing the planning, buying and analytics. GroupM’s media agency will lead the extensive new multi-channel media plan valued at US$80 million throughout the United States, effective immediately.Jet has been growing exponentially since its launch in July 2015. Under the leadership of CEO and founder Marc Lore, the website has attracted more than 2.4 million members in less than 6 months. Maxus Americas won the business following a review and will be replacing the incumbent agency Ocean Media. The creative portion of the account, which was not up for review, will continue to be handled by R/GA. The account will be managed out of agency’s New York office.

      • Cinemex

cinemex-Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities offered by Latin America. In 2016, the firm expects to open 25 new facilities. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.

      • CVS Health

d0_zpVn3_400x400CVS Health has announced strategic partnerships with two national organizations whose mission is to advance the multicultural nursing populations in the United States: the National Black Nurses Association (NBNA) and the National Association of Hispanic Nurses (NAHN). Through these newly formed alliances, CVS Health,  will establish workforce development programs and strategies that facilitate multicultural talent acquisition to further develop the company’s own diverse nursing populations through education, training and colleague engagement. CVS Health supports a broad nursing workforce that includes:

      • Wonderful Pistachios & Laura Posadas

CY7jsQGWcAA3BR-Wonderful Pistachios has partnered with  TV personality, certified master life coach and bicultural motivational speaker Laura Posada. Posada will serve as the brand’s Latina ambassador to promote the health attributes of pistachios and the importance of healthy snacking habits among Hispanics by encouraging healthy living and awareness of the brand and the product’s key nutrition benefits. Posada will kick off Wonderful Pistachios’ 2016 campaign with a variety of consumer and media activities that will allow her to connect with the U.S. Hispanic audience and provide advice on how to eat better and improve overall fitness. This is the first time the brand works with a spokesperson to reach Hispanic sectors.

      • H&R Block

mmWisin, one of Latin-urban music’s hottest talents, is the star of a new campaign that H&R Block is using to kick off this year’s tax refund season with a bang. The spot announces an early-season promotion during which 1,000 people will win US$1,000 a day from now through February 15, the equivalent of US$1 million a day for the first month of the tax refund season.For the new campaign, created by H&R Block’s Miami-based agency of record MARCA, Wisin re-recorded his hit song Piquete. In this special version of the song, now called Billete (money), the Latin music star encourages U.S. Latinos to file their taxes early and visit H&R Block offices for a chance at the daily drawing.

      • Dove Regenerative Nourishment

Dove is unveiling Dove Regenerative Nourishment, the latest addition to the Dove Advanced Hair Series collection, which uses a unique combination of technologies and ingredients to replenish lost nutrients while restoring smoothness and strength. Drawing inspiration from nature, the system is infused with Red Algae extract + Keratin NutriComplex, and repairs the internal structure of damaged hair by directly interacting with the keratin, reconstructing and strengthening hair from within.  Dove Regenerative Nourishment products will be available for purchase in mass, food and drug retailers nationwide beginning January 2016.For more information, customers can visit www.Dove.com, or Facebook, Twitter or Instagram.Dove® Hair is a Unilever’s brand.

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.

  • GoDaddy

0gC-X35o_400x400GoDaddy has tapped MEC as its first global media planning and buying agency of record, expanding the shop’s existing scope of work from India and the U.K. Interpublic’s Initiative has handled brand media strategy, video investment and analytics duties for GoDaddy since the beginning of the year. MEC is handling all of Initiative’s prior duties, along with media planning and buying and data strategy across all of GoDaddy’s global markets. The shop’s New York office is leading the account, with support from its San Francisco team.GoDaddy spent an estimated US$24.7 million on measured media in the U.S. last year, according to Kantar Media. The Scottsdale, Arizona-headquartered company, which has more than 13 million customers in 37 countries, has locations in the U.S., Australia, Brazil, Canada, India, Mexico, Singapore, The Netherlands and the U.K.


c0e9282fd1bfb0ad8aeb91122d8a8797_400x400LLORENTE & CUENCA, a public affairs and reputation management firm in Spain, Portugal and Latin America, announced the acquisition of 70 percent of U.S. firm EDF Communications (EDF), based in Miami.With this agreement, EDF will be integrated into LLORENTE & CUENCA’s Miami operations, which will now have 12 employees. EDF is also present in Mexico, Colombia, Argentina, Chile, Brazil and Costa Rica. Those employees will be integrated into the LLORENTE & CUENCA operations in their respective countries.This acquisition is the first one in the U.S. The Miami office will have a team of 12 consultants and boast a client portfolio that includes several prestigious U.S. multinational companies operating in Latin America.

  • Wonderful Pistachios

GNAdIOhn_400x400Havas FORMULATIN has been selected as Hispanic Public Relations Agency of Record (AOR) by Wonderful Pistachios, the world’s largest vertically integrated pistachio and almond grower and processor. Under the new partnership, Havas FORMULATIN will be launching a multi-faceted program that looks to improve the brand’s awareness and penetration among this important demographic. The program will include media relations, community events and consumer and influencer engagement.The partnership marks the first time the brand works with an agency as AOR for their Hispanic outreach. Havas FORMULATIN’s current roaster of brand partners includes Nestle, Ecuador Ministry of Tourism, el Jimador and Herradura tequila, Mi Pueblo Food Center, among others.  The account will be led out of the agency’s New York office.

  • Denny’s

k2yLFLnV_400x400Denny’s is commemorating the holidays with the launch of its new social media series “Reindeer vs. Camels,” featuring six loveable characters, reindeers and camels, as they battle to become the preferred gift giver during the season.Denny’s Reindeer vs. Camels Social Media Series, which can be viewed via Facebook/DennysLatino page, aims to bring people together during the holidays by adding comedy to the clash of two classic worlds that stems from a strong and unique Hispanic insight. The mini-series features eight animated episodes, with the first installment released on Nov. 30. The series will continue through the holidays with a surprising finale guests won’t want to miss.The agency behind the effort is Casanova Pendrill.