Hispanic Heritage Month 2023—how Disney, the NFL, Ally and other brands are celebrating

In 1968, U.S. Congressman George E. Brown of California proposed the idea for a Hispanic Heritage Week to Congress. Two decades later, it’s a monthlong celebration that honors and traces the contributions of Hispanic Americans across art, science, culture and more. Below, see how some major brands are celebrating Hispanic Heritage Month in 2023. Be sure to also check out our essay series, “A Celebration of Creative Excellence for Hispanic Heritage Month,” featuring contributions from top Hispanic talent in the industry. Ad Age Media Summit Hear from industry leaders during October event in NYC Register here Ally Made with agency Translation, Ally’s latest ad campaign, “BiCulturally,” celebrates the cultural richness of the Hispanic community, showcasing moments where elements of all their worlds come together and inspire viewers to reach their financial goals with a little help from a great “ally.” The 30-second spot will run throughout the remainder of 2023. Avocados From Mexico Avocados From Mexico is partnering with Hispanic Star, an organization that supports Hispanic advancement in the U.S. through jobs, education, health and gender equality, to launch the Spark the Good Scholarship Program. This grant will allow the next generation of culinary chefs to attend and receive their culinary arts degree from Dallas College. The scholarship will provide 10 students with full rides and all the supplies they need to complete the degree in four semesters. Students can apply on Avocados From Mexico’s website between Sept. 15 to Oct.15. Colgate-Palmolive Colgate-Palmolive Company is partnering with the Hispanic Heritage Foundation to give away 31 educational grants totaling $100,000 to high school seniors who are dedicated to community service and have shown academic excellence and leadership skills. Applicants can apply for the Haz La U educational grant for the 2024-25 academic cycle. Applications will close on Nov. 13 this year. The campaign features a 90-second spot showcasing Mireyna Macias, a first-year Yale student who received the grant in 2022 and her journey to get her state to have menstrual products available in public schools in New Mexico. Disney To kick off Hispanic Heritage Month, Disney partnered with the Ghetto Film School to create “Yo Recuerdo/I Remember,” a short film by four of the school’s alumni showcasing the Hispanic and Latino culture and traditions. Each filmmaker featured in the film was provided with graphic designers, editing bays, video equipment and mentors to make their vision a reality. From Sept. 15 through Oct. 15, the project will air on ABC, ABC News, FX, Freeform, National Geographic and Onyx Collective. See a trailer for the short film below. Isadora Free tacos, anybody? Isadora, known for its premade Mexican dishes, is celebrating Hispanic Heritage Month by placing taco trucks in cities including Albuquerque, New Mexico, Denver, Las Vegas and Phoenix. To spread the word about the national Taco Truck Tour, Isadora engaged influencers to highlight the joy of savoring authentic Mexican tacos and raise awareness for the brand’s expansion to more U.S. grocers and online retailers such as Kroger, Walmart and Amazon. Levi’s Levi’s engaged creatives from Mexican, Dominican and Puerto Rican backgrounds to customize pairs of Levi’s 501 jeans for Hispanic Heritage Month. Each of the three creatives—Gabriela Ruiz, Juan Veloz and Alejé Santiago—designed a pair of jeans that honored important figures in their life. The jeans also paid homage to their ancestral background. See all of Ad Age’s 40 Under 40 honorees here Meijer Meijer, the supercenter chain, will feature a collection of assorted gifts, home goods, grocery brands and clothing in all its stores to celebrate Hispanic-owned businesses from Sept. 15 to Oct. 15. Customers who shop in these stores can buy the featured Spanish-related grocery items in-store and online—items include Badia spices, Somos, Chomps, greeting cards, journals and more. For this campaign, Meijer is partnering with Jen Zeanos, a lifestyle brand that makes Latina empowerment apparel—the brand will also be one of the brands featured in supercenters. The brand also features artists Gloria Arteaga-Hinton, Ariana Moreno and Carly Redmond on various products. Meijer will donate 5% of revenue from its Hispanic Heritage Month collection to the U.S. Hispanic Chamber of Commerce. National Park Service The National Park Service is launching “Mi Parque, Mi Historia,” a campaign that invites Hispanic and Latino communities, families and individuals to share their personal history and connection with its parks and nature. “Mi Parque, Mi Historia” encourages the Hispanic and Latino community to share their stories and experiences by uploading them to the NPS online portal or by using the hashtag #MiParqueMiHistoria. Some of the stories will be posted on social media accounts over the next few months. NFL The NFL is continuing its “Por La Cultura” (“For the Culture”) campaign shining a light on Latino players, students, coaches and staff. This year’s content includes a video series called “Hometown Heros,” highlighting NFL players such as Fred Warner of the San Francisco 49ers, Alijah Vera-Tucker of the New York Jets and Christian Gonzalez of the New England Patriots. Football marketing news Tracking Super Bowl, NFL and college brand moves Read more here For the third year in a row, the NFL is partnering with the Hispanic Heritage Foundation (HHF) as the exclusive sponsor of the Youth Sports & Fitness Awards, recognizing Latino youth who have contributed to the sports and fitness arenas. Eight student-athletes will be awarded a grant and recognition during the Super Bowl in Las Vegas. The league also created a series with Ntertain Studios featuring music and artists from the music label Neon16. Lastly, the Mexican band Fueruza Regida will be touring the NFL cities of Denver, Dallas, Atlanta, Washington D.C., Las Vegas, New York, Arizona and Los Angeles. Rémy Martin Rémy Martin partnered with creative agency Fred & Farid New York by launching “Que Viva Rémy Sobremesa,” a campaign that pays homage to the post-dinner tradition known as Sobremesa. Culinary and mixology tastemakers from around the world are collaborating on the campaign, including chefs Carlos Gaytán and Paola Velez, as well as mixologist Josué Gonzaléz. Guests can try dishes from these chefs and cocktails from the mixologist—featuring Rémy Martin 1738 Accord Royal and Tercet—by visiting the Rémy Martin Sobremesa Social Club in New York on Sept. 20 and Miami on Sept. 28. The campaign also features a 30-second spot highlighting Sobremesa. The campaign will run on kiosks and billboards in Houston, Los Angeles, Miami and New York—as well as on social media and digital platforms. Telemundo NBCUniversal and Telemundo are celebrating Hispanic heritage with programming, activations and special content all month long. A bilingual campaign, “Be the Next Story Told,” pays homage to Hispanics who made an impact and accomplished achievements in the U.S. It also showcases Hispanics who have made significant contributions to their community. The campaign includes a spot with an original song with an inspiring message in English and Spanish—and features special guests including Camila Cabello, Sofia Vergara, Ana Jurka and more. TikTok TikTok is celebrating Hispanic heritage all year long. The video platform has a lineup of programming highlighting Latino small business owners and creatives making a difference in communities and shifting the culture. This year’s lineup includes a TikTok Latin Visionary Voices list and a continuation of the CreciendoconTikTok grant program in partnership with the Hispanic Heritage Fund. This program will grant small business owners awards of up to $5,000. TikTok is also highlighting on social the impact of TikTok’s Latin community, and the brand will be holding a creator celebration in Miami called CasaTikTok. Also read: How TikTok's ad measurement is changing United States Postal Service The USPS pays homage to Hispanic Heritage Month with festive “Piñatas!” themed stamps, which will be featured at the 36th Annual Piñata Festival. The postal stamps are available in four designs—two donkeys against a pink or orange background, and two seven-pointed stars with purple or green backgrounds. Designer Victor Meléndez created the stamps, and the art director for this campaign was Antonio Alcalá.

Hispanic Heritage Month 2023—how Disney, the NFL, Ally and other brands are celebrating

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