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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Pizza Hut & Telepizza Group

Pizza Hut, a division of Yum! Brands, Inc. and one of the world’s largest pizza restaurant company with nearly 17,000 restaurants in over 100 countries, and Telepizza Group, the largest non-U.S. pizza delivery company worldwide with more than 1,600 stores in over 20 countries, announced a strategic deal and master franchise alliance to accelerate growth across Latin America (excluding Brazil), the Caribbean, Spain (including Andorra), Portugal and Switzerland.The landmark deal doubles Pizza Hut’s footprint in the regions covered by the alliance; places Pizza Hut in the number one position in the category across Latin America and the Caribbean in terms of unit count; and confirms Pizza Hut’s position as the world’s largest pizza restaurant company. As a result of the alliance, Telepizza Group will become Pizza Hut’s largest master franchisee globally by unit count and a leading multi-country pizza operator worldwide.As master franchisee, Telepizza Group will oversee Pizza Hut franchisees who will continue to operate Pizza Hut stores in Latin America (excluding Brazil) and the Caribbean. Telepizza Group will also progressively convert its existing stores in this region to Pizza Huts and leverage Pizza Hut’s brand awareness to accelerate store network expansion and boost entry into key growth markets.

 

 

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

 

 

  • BRF

Media agency Carat, part of Dentsu Aegis Network Group and led in Argentina by Guido Righetti, continues to strengthen its relationship with BRF, one of the world´s largest food companies. Following a review, the agency will continue to be in charge of online & offline media buying and planning for various BRF brands, including Sadia, Paty, Vienissima, Qualy and Campo Austral.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hot Wheels®

Mattel´s Hot Wheels, one of the best selling toysglobally, celebrates its 50th anniversary. Conceived in 1968 by an innovator, a rocket scientist and a car designer, Hot Wheels 1:64th scale die-cast cars were designed to look awesome and perform. To celebrate this anniversary, Hot Wheels is introducing a year-long lineup of live experiences, new products and compelling content. Among other things, Hot Wheels will be creating live experiences to bring kids, fans and collectors together across the globe. Beto Carrero – Hot Wheels World: The largest theme park in Latin America, Beto Carrero will open an immersive brand experience with a dedicated Hot Wheels themed area within the park. The area will feature over 7.5 acres dedicated to Hot Wheels, including a live-stunt show, themed restaurant and retail shop with plans for additional experiential attractions. To learn more and stay up to speed with how Hot Wheels is celebrating its 50th anniversary, fans can visit HotWheels.com and follow #HotWheels50. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations.

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We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
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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.

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