Supplier Spotlights: Heineken, Jack Link's & PepsiCo

NATIONAL REPORT — While it's important for convenience store retailers to market themselves, new products, services, promotions and other initiatives by c-store suppliers are a major part of capturing consumer interest. Convenience Store News will regularly highlight such efforts in this roundup.

Here are the latest supplier spotlights:

Grupo LALA

Mexico-based dairy company Grupo LALA launched a new division titled LALA U.S. This value-added dairy company is headquartered in Dallas.

LALA U.S. features a portfolio of established brands, such as LALA yogurt smoothies, Promised Land premium milk and cream products, Borden cultured products, Frusion smoothies, Skim Plus milk and Nordica cottage cheese.

"Our parent company, Grupo LALA, has a rich history that spans six decades, and LALA U.S. with our growing family of brands continues to add to that story," said Toby Purdy, chief marketing officer of LALA U.S. "We strive to deliver innovative products that exceed consumer expectations from taste to nourishment."

The company also launched a new website at www.lala-us.com to strengthen ties with existing retailers and consumers and to introduce newcomers to LALA U.S.

Heineken USA

Tecate is encouraging boxing fans of legal drinking age to elevate their viewing occasions by choosing it for all of the season's big fights. The brand's "We've Got Your Back" program features national TV spots, on- and off-premise activation, digital partnerships and a daily sweepstakes.

"Tecate and sports viewing go hand in hand and our consumers are more than 20 percent likely to watch sports vs. the those of the leading domestic light brand," said Juan Carlos Montes, shopper marketing manager for Tecate. "Tecate is helping consumers turn their sports-viewing occasions into ritualistic gatherings where fans get together to celebrate. Our powerful Black Eagle symbolism and boxing superstar, Canelo Alvarez, will team up throughout Tecate's 'We've Got Your Back' program to create a brotherhood our fans can become a part of and make this year's celebrations as bold as they can be."

"We've Got Your Back" will be supported by national English and Spanish TV spots featuring Canelo Alvarez and Tecate's iconic Black Eagle. Tecate will run daily sweepstakes that consumers can enter for the chance to win the ultimate viewing package, including a TV screen, surround system, mini fridges, glassware and other instant prizes. Additionally, in-store sampling where legal will encourage trial.

Tecate is also partnering with an on-demand delivery service to bring Tecate right to shoppers' doors.

The campaign runs through Oct. 31.

Jack Link's

To help jerky fans build beastly physiques, Jack Link's launched "Workin' Out with Sasquatch," a new campaign and '80s-style workout collection featuring football players Clay Matthews and Odell Beckham Jr.

The campaign includes multiple TV spots and footage from the "Workin' Out with Sasquatch" VHS-inspired mini-collection on JackLinks.com and the brand's social media channels.

"The world has witnessed Sasquatch's superior, protein-powered strength over the last 10 years and it's time to take him one step further, bringing together world-class athletes and the world's best protein-packed jerky. Our new integrated campaign, 'Workin' Out with Sasquatch', shows how Jack Link's Jerky can help you achieve ultimate musclefulness," said TD Dixon, chief marketing officer at Jack Link's. "Clay Matthews and Odell Beckham Jr. are beasts on the field and in the gym, perfectly complementing our own man-beast, Sasquatch. Together they emphasize that Jack Link's Jerky is the protein-packed snack packed with protein — nothing can beat it."

PepsiCo

Pepsi, the Official Sponsor of the NFL, and Tostitos, the Official Chip and Dip of the NFL, are offering football fans across the United States the opportunity to experience the game from the sidelines, at the NFL draft party and in the tunnel with the players.

From now through Jan. 2, 2017, the "Win Unreal NFL Experiences" program lets consumers visit www.PepsiandTostitos.com to enter the sweepstakes for the chance to win a weekly "experience" while being able to redeem gear that ranges from branded team merchandise to NFL game tickets.

"Football fans love the game and the experiences around it — whether they're tailgating in the parking lot or at home enjoying the game with their favorite Pepsi beverages and Tostitos snacks," said Jeff Klein, vice president of marketing, Frito-Lay North America. "We are bringing our fans experiences they typically only dream of, from tossing the ball around with Drew Brees or helping team captains with the coin toss, these experiences offer our fans the opportunity of a lifetime."

Top experiences include a trip to Super Bowl LI; a visit and throwing session on the football field with former Super Bowl MVP Drew Brees; and a trip to the Madden NFL studio in Orlando, Fla. for a behind-the-scenes tour featuring early access to an upcoming release and a chance for their likeness to be included in the game.

Brees is also starring in an online content series highlighting the program.

Sparkling Ice

Continuing its partnership with NBA Most Valueable Player Kevin Durant, Sparkling Ice unveiled a basketball renovation in its hometown of Seattle on Sept. 23 at Powell Barnett Park. The renovation is part of the Kevin Durant Charity Foundation (KDCF) "BUILD IT AND THEY WILL BALL" Courts Renovation Initiative that is designed to increase the number of high quality basketball courts accessible to underprivileged youth across the United States and around the globe.

"Since we first started collaborating with Kevin Durant in 2014, we have looked forward to the day we would work together to unveil the renovated basketball court for our local community," said Kevin Klock, president and CEO of Sparkling Ice's parent company Talking Rain Beverage Co. "Durant started his professional career right here in Seattle, and we are proud to support his foundation in giving back to our community that has given us so much."

The joint effort between Sparkling Ice, Seattle Parks and Recreation and the KDCF resulted in the court at Powell Barnett Park undergoing a full renovation. The unveiling was attended by Durant and Sparkling Ice representatives, including Klock, along with children from the Boys and Girls Club Garfield and surrounding communities.

These efforts will further extend KDCF's reach to new communities in need of improved education, athletic and social programs. As KDCF continues to expand its social footprint globally, Durant intends to connect with each community to reinforce the on-the-ground efforts personally.

"I am proud of the work we accomplished for the BUILD IT AND THEY WILL BALL program this past year," Durant said. "I have always been thankful for the role basketball played in my life as I was growing up and I understand that access to high quality courts is important for the next generation to learn, play and have fun on. I have seen the success of these courts first hand. And now with the help of Sparkling Ice, I am thrilled to bring the same opportunities to the Seattle community that is so near to my heart."