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Lexus, Lowe’s , BMW, Hormel Foods, Applebee’s, Cheetos, Domino’s®, NASCAR, Toyota, ALDI, Teasdale Latin Foods, Resnick Distributors….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.



  • Applebee’s

CheetosApplebee’s is launching a new online-only brand. The main menu item? Cheeto-flavored wings. Customers can start ordering from Cosmic Wings, which is available through Uber Eats. On the menu: wings with two exclusive Cheetos sauces, original and Flamin’ Hot, plus cheese bites, chicken tender dippers, waffle fries and onion rings. The brand will operate out of about 1,300 Applebee’s locations across the country but won’t have its own restaurants. Casual dining chains like Applebee’s, which have suffered even more than some other restaurants during the pandemic, have been experimenting with virtual brands as a way to boost sales and make use of well-equipped kitchens at a time when more people are ordering delivery. Sales at Applebee’s restaurants open at least a year fell 13% in the third quarter of 2020. PepsiCo, which owns Cheetos, and Applebee’s developed the recipe for Cheetos wings together.

  • ALDI 

ALDIAs part of its continued mission to offer customers convenience in how and when they shop, ALDI will further expand its eCommerce offering throughout 2021. The company will add Curbside Grocery Pickup service to 500 additional stores by the end of the year, bringing the total number of curbside locations to more than 1,200. ALDI will also continue to offer grocery delivery via Instacart in almost all of its stores. Additionally, ALDI breaks ground on a new regional headquarters and distribution center in Loxley, Alabama, which will support the company’s expansion throughout the Gulf Coast region. The 564,000-square-foot facility is the company’s sixth distribution center in the southern U.S., and it will be equipped to service up to 100 stores in Alabama, Southern Georgia, Mississippi, the Florida Panhandle and Louisiana, which will be the 38th state where ALDI operates. The new Loxley distribution center will feature several sustainable building elements, such as solar panels, LED lighting and an environmentally friendly refrigeration system. The facility will also create an additional 200 jobs when it opens next year. With the distribution center in place, ALDI plans to open as many as 35 new Gulf Coast-area stores by the end of 2022, with the first two stores in Tallahassee, Florida slated to open later this year.

  • Lexus 

CanelaCanela TV  an  AVOD streaming services for U.S. Hispanics, has partnered with Lexus to release a series of feature films celebrating “Latinos in Hollywood” on its platform. The collaboration champions Hispanic talent, demonstrating Canela.TV & Lexus’ commitment to providing Hispanic audiences with high-quality, relevant entertainment for free. Canela.TV is the popular video platform from Canela Media, an industry-leading female and Latina-owned digital media company. The Movie Night series will run from 2/15 to 3/15.This news comes on the heels of Canela Media’s most recent announcement with the launch of Canela News, the first free, live streaming newscast for U.S. Latino cord cutters. The Spanish-language daily newscast will cover topics most relevant to US Latinos, including breaking news, sports, immigration, and more.

  • Lowe’s

Hogar LoweDiscovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences. As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps. Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences and needs of Hispanic DIYers and Pros. Lowe’s will be exclusively integrated into select Discovery U.S. Hispanic original productions throughout 2021. Key original titles include Hogar Stars; Diseñador En Casa and Fix My Fail. Lowe’s will also be incorporated into the upcoming Hogar de HGTV digital-first series, including Living Green, and Our Family (Nuestra Familia).  Full descriptions of original linear and digital series are available here. Digital elements of the partnership will include the launch of a jointly created website where Hispanic renovation enthusiasts can find information and inspiration to bring their visions to life. Discovery U.S. Hispanic will also provide custom DIY and home-related videos to be used on Lowe’s social media platforms.Lowe’s and Discovery will explore ways to bring the Hogar de HGTV brand to life through merchandising and Point-of-Purchase curated displays. Additional partnership details, including programming and schedules will be released at a later date.

  • BMW 

BMWBMW of North America returns as the Official Automotive Partner of New York Fashion Week: The Shows for the FW ‘21 season. In this latest chapter of their partnership, BMW and IMG joined in support of New York Fashion Week (NYFW) to celebrate fashion, culture, design and economic development. The highlight of this year’s activation was a custom content series with luxury womenswear fashion designer – and New York City’s own – LaQuan Smith. The content showcased the intersection of the fashion and automotive industries, as well as highlighted how Smith and his team have continued to innovate, inspire and persevere throughout the past year. BMW of North America’s role as Official Automotive Partner of New York Fashion Week underscores the brand’s decades-long commitment to the arts and culture, a cornerstone of its efforts to engage diverse audiences in new and innovative ways. The custom content series, which debuted on February 13, 2021, serves as a notable kickoff to BMW of North America’s partnership. 

  • Hormel Foods  

Hormel FoodsHormel Foods Corporation, a global branded food company, announced that it has entered into a definitive agreement to acquire the Planters®  snack nut portfolio from the Kraft Heinz Company. The proposed transaction is expected to close in calendar Q2 2021, subject to regulatory review and approval. The acquisition includes the Planters®, NUT-rition®, Planters® Cheez Balls and Corn Nuts® brands. Hormel Foods will acquire the business for US$3.35 billion in cash in a transaction that provides a tax benefit valued at approximately US$560 million, equating to an effective purchase price of US$2.79 billion. The Planters® snack nut portfolio net sales were approximately US$1 billion in calendar year 2020 and are expected to grow at the company’s long-term organic growth target. Operating margins are expected to be accretive to the Grocery Products business in 2022 and enhance margins and cash flows for the total company. Hormel Foods expects to attain synergies of approximately $50-60 million to be realized by 2024. The acquisition includes three dedicated production facilities located in California, Arkansas and Virginia.Citi and Credit Suisse are acting as financial advisors to Hormel Foods and Faegre Drinker Biddle & Reath is serving as legal counsel.


Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at


  • Toyota 

ToyotaAs NASCAR  kicked off one of the biggest days of the season with the running of the 63rd Daytona 500, Toyota took a moment to encourage the youth of America to find their dream and pursue it. Toyota Racing unveiled a short film entitled, ‘The Dream.’ It tells a story of a young, African-American girl looking to achieve her dream of becoming a race car driver. She battles back from adversity and overcomes challenges along the way. With inspiration from the historic victory by 19-year old Gracie Trotter, who became the first female driver to win an ARCA-sanctioned race in September, and the return of Bubba Wallace to the Toyota family, our star realizes that her dream is within reach.The complete short film was produced in collaboration with whatnot Films out of Charlotte, N.C. and will reside on the Toyota Racing social channels of Twitter and Facebook along with YouTube. A special 60-second condensed version was featured on Fox during the Daytona 500 broadcast.

  • Teasdale Latin Foods / Resnick Distributors

Teasdale resnickBHI, a full-service commercial bank, announced that its Food & Beverage Group has arranged a total of US$61.6 million in two new financing transactions for clients Teasdale Latin Foods and Resnick Distributors. For Teasdale Latin Foods, BHI provided a revolving line of credit to refinance existing debt and support the working capital needs of the company. With roots dating to 1942, Texas-based Teasdale is a private equity-owned food company focused on the Hispanic food category. The company has a portfolio of seven brands and works with major name brand food companies via private label and co-manufacturing relationships. This financing marks the second BHI transaction for a portfolio company of Snow Phipps Group, LLC, the private equity sponsor. For Resnick Distributors, based in New Brunswick, New Jersey, BHI provided financing for working capital, capital expenditures, and real estate. Founded in 1945 and now in its third generation, Resnick ranks in the top 25 largest convenience store distributors in the country. BHI is a registered service mark of Bank Hapoalim B.M., Israel’s leading financial institution. BHI’s U.S. division provides commercial lending solutions to middle market clients in sectors including commercial real estate, C&I, food and beverage, entertainment, apparel, healthcare and high-tech. In addition to its New York Branch, the bank has U.S. Representative Offices in Woodcliff Lake, New Jersey; Miami, Florida; and Los Angeles, California.


Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at




Portada Staff

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