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    Supplier Spotlights: Heineken, Jack Link's & PepsiCo

    More news, promos from Grupo LALA and Sparkling Ice.

    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."

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