A takeover of Time Inc.’s Food & Wine magazine’s holiday issue is the newest installment of the California Milk Processor Board’s “Food Loves Milk” campaign. San Francisco-based Goodby Silverstein & Partners, the board’s agency of record since the early 1990s, created a wrap that was nearly identical to the magazine’s front page—except it replaced the word wine with “milk.” It was delivered to California-based subscribers just before the holidays.
The campaign launched nearly two years ago with a focus on promoting milk as a great companion to both savory and sweet foods. The San Clemente-based nonprofit organization, better known for its long-standing “got milk?” advertising campaign, is funded by the state’s milk processors and overseen by the California Department of Food and Agriculture.
The board this month consolidated its advertising efforts with Huntington Beach-based Gallegos United, which until now worked only on Spanish-language ads.
“We’re thrilled to be working with CMPB in a larger capacity and appreciate the trust and confidence the board has in our ability to deliver groundbreaking work that will build on the legacy of the brand,” Chief Executive John Gallegos said in a statement.
ROX United will remain CMPB’s public relations agency of record, which along with Gallegos United, is part of the recently formed communications group United Collective.
Stinger Salon
Kia Motors America Inc. in Irvine has joined likes of Tesla, BMW and Porsche and is showcasing sports sedan Stinger at several shopping centers this holiday season— the Old Orchard Mall in Skokie, Ill.; the Montgomery Mall in Bethesda, Md.; and the Westchester Mall in White Plains, N.Y.
“Stinger Salons” at the three busy malls will allow “the powerful fastback sedan’s styling and performance credentials to shine,” according to the automaker.
Stinger’s “journey from concept car to reality and how the Kia brand has evolved” will be showcased via “custom video content and virtual reality modules.”
Additional Stinger Salons will open early next year at the Irvine Spectrum; Valley Fair Mall in Santa Clara; the Mall of Georgia in Buford, Ga.; and the Domain in Austin, Texas.
Ford Motor Co.’s Lincoln Experience Center opened its first location last year at Fashion Island, which also is home to a Tesla store. Porsche Design Center—featuring both cars and brand-inspired merchandise, moved to a bigger, more prominent space at South Coast Plaza in Costa Mesa this month.
Viant + IRI
Viant Technology LLC said it formed a “deterministic partnership” with IRI, a data analytics company in Chicago. The move “will bolster Viant’s people-based data and analytics offerings for shopper marketers with IRI’s unique retailer data sets and in-store measurement solutions,” according to the Irvine-based advertising technology company, which Time Inc. acquired last year.
Data-backed campaigns help advertisers focus their media budgets on “only the most relevant, high-value customers.” IRI collects data from “more than 350 million national shopper loyalty cards” and point-of-sale data from stores, including BevMo, BJ’s, The Kroger Co., Rite Aid and Southeastern Grocers. Viant, which owns and operates Adelphic programmatic advertising platform and the Myspace social media site, has a database of more than “1.2 billion registered users.” The combination of data sets and proprietary technology will provide consumer packaged goods marketers and agencies “with an unprecedented ability to target, measure and improve advertising effectiveness with greater accuracy and precision,” according to Viant.
“IRI is a leader in the shopper marketing arena, providing the valuable customer purchase insights that Viant was looking for in a partner to complement our people-based marketing solutions,” Chief Marketing Officer Jon Schulz said in a statement. “The partnership of Viant and IRI enables us to provide CPG marketers with the ability to access data sets that have a measurable impact on in-store sales and improve targeting to their highest-value customers across all channels and devices.”
