McDonald’s Hispanic Specific Move, HHS, Chispa, KFC, Facebook, Weee!… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Mc Donald’s Marketing Approach
McDonald’s has appointed Canvas Worldwide and Houston-based, Hispanic-owned full-service agency Lopez Negrete Communications to handle Hispanic media communications for McDonald’s in the U.S. This will include media planning, strategy and consumer insights. The partnership between Canvas WW and Lopez Negrete Communications will be known within the two agencies as “Navigation Blvd,” which is a nod to one of the most historically significant, vibrant neighborhoods within Houston, one of America’s most diverse cities. Canvas WW will staff a majority of the full-time employees working on the business while Lopez Negrete Communications will oversee the Hispanic consumer insights portion of the account. The account team will be led by Chicago-based Laura Willis.
McDonald’s Marketing: More sophisticated Approach Toward Hispanic Media
McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their general marketing agency scope of work. “We believe this union is going to be a catalyst in transforming how media plays a vital role in multicultural marketing from a too-often oversimplified practice to a much more sophisticated approach that consumers deserve,” said Jose Lopez Negrete, President and CEO of Lopez Negrete Communications.
McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their general marketing agency scope of work. According to Lopez Negrete, the alliance between McDonald’s, Canvas Worldwide and Lopez Negrete seeks to “break through old paradigms and siloed models in order create a more workable, real-world model that is fueled by actionable consumer insights, relevant, real-time data and analytics, and most importantly, higher levels of collaboration.” Mc Donald’s creative duties are handled by Wieden and Kennedy, while OMD is McDonalds corporate media agency in the U.S. In November last year, McDonald’s announced a new corporate growth strategy.
Department of Health and Human Services (HHS)
The Biden administration on Thursday unveiled a large-scale effort to encourage Americans to get vaccinated against the coronavirus, rolling out its first national ad campaign and announcing a national network of community organizations, sports leagues and other leaders to boost confidence in the vaccines. The Department of Health and Human Services is spending $10 million to air four new TV ads this month, two administration officials told CNN, framing vaccination as a way for Americans to fight back against the pandemic and reclaim their lives with the slogan “We can do this.” One of the ads is in Spanish and another, narrated by Henry Louis Gates Jr., the prominent intellectual, author and filmmaker, is aimed at Black Americans. The rollout comes as the Biden administration prepares for the next phase of the US’s vaccination effort, with vaccines becoming more accessible and more widely available. All adults are expected to be eligible to get their shot by May 1, putting concerns about vaccine hesitancy front of mind. The ads can be seen on the below
Beyond TV ads, the administration’s vaccine confidence campaign centers around efforts to equip trusted voices with the information and resources to tout the safety and efficacy of the coronavirus vaccine. Nearly 300 organizations — including doctors’ groups, sports leagues, rural organizations, unions and religious groups — have signed up to be part of that effort, which the administration is calling the COVID-19 Community Corps.HHS and the US Centers for Disease Control and Prevention are also launching new profile picture frames on Facebook to help Americans who have or plan to get vaccinated to encourage their friends and families. Facebook will promote the frames and encourage influencers to use them, HHS said in a statement.
Facebook’s creative mandate is managed by multiple agencies. These include Ogilvy (Instagram), Wieden + Kennedy (Facebook), Leo Burnett (Messenger), BBDO (WhatsApp), and Droga5 (corporate brand). Over and above this, Facebook’s internal creative agency Creative X works across brands.
At this exclusive virtual event on September 22, 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 Coordinator Enzo Araujo at Enzo@portada-online.com.
KFC held the final pitches in its CRM review last week, with Havas, MRM and Rapp still in contention. The fast food chain is seeking the successor to its current partner, Iris, which did not participate in the process handled by AAR.
Weee!, a leading ethnic e-grocer, announced US $315 million in Series D financing led by existing investor DST Global. New investors include funds managed by Blackstone, Arena Holdings, and Tiger Global; significantly deepening the company’s capital base. The new capital will be used to further accelerate the company’s geographic expansion with the most efficient fulfilment technology, build a stronger and more diverse product assortment, recruit exceptional talent, and invest in engaging the broader Asian and Hispanic communities with state-of-the-art personalization features. “Ethnic communities have been overlooked in the online and retail space. We believe the opportunity to provide these fast growing communities access to exciting and affordable groceries is tremendous,” said Larry Liu, founder and CEO of Weee! “We are thrilled to leverage DST Global and our new investors’ strategic view on the future of retail and vast experience building and scaling technology companies to accelerate our mission.” “Weee! has a unique understanding of how explosive growth can be achieved sustainably in the emerging online grocery space,” said Rahul Mehta, managing partner at DST Global. “The team’s back-to-basics focus on merchandising, everyday low prices, and remarkable social shopping approach are what sets Weee! apart, and we’re excited to deepen our support for their mission.” While grocery remains the lowest penetrated retail segment within the e-commerce landscape, the grocery market for ethnic customers is expected to surpass $464 billion by 20301. Weee!’s current category assortment spans ethnic ingredients essential to Asian and Hispanic cuisines, catering to an underserved population with >20% growth since 20102. Weee! Currently serves 14 key regions coast-to-coast and aims to expand to 30 cities across North America by 2024.
Match.com owned Chispa, a dating app designed for Latinx singles, recently reached a new milestone of 4 million downloads just as they announced the official launch of a new feature in partnership with Tragos, a card game for Latinos, that will take users’ dating app experience to the next level. Chispa’s user base, which has grown 28% year-over-year (Q1 2020 vs Q1 2021), can now experience a one-of-a-kind version of the card game within the app. Earlier this year, Chispa surveyed members and found that 56 percent of Latino users have a hard time starting a conversation on a dating app, and 74 percent of users said a game would help as an icebreaker when meeting potential matches. With the Chispa and Tragos feature, singles will have new, clever conversation-starters to bond over answers to a series of culturally relevant questions. “Breaking the 4 million downloads mark in just over three years since Chispa’s launch is no small feat and we’re proud to be the first dating app for Latinx singles to reach that milestone as we continue to look for innovative and culturally relevant ways to connect our members,” said Julia Estacolchic, Director of Brand Marketing for Chispa. “Partnering with Tragos for this new feature was a no-brainer for us; we are thrilled to have Tragos onboard to help us make the process more relatable and entertaining for Latinos by providing them with the opportunity to answer a series of light-hearted questions that will inevitably spark conversations based on their responses.”