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Northgate Gonzalez Market, a 40-store Hispanic supermarket chain with outlets in Orange, Los Angeles and San Diego counties, introduced its new TV advertising campaign during the recent Latin Billboard Music Awards show that aired on Telemundo. The Anaheim, Calif.-based grocery chain’s new ads play up its authentic food, ingredients and fresh offerings around the themes of sports, music and TV binge-watching. The spots, airing on outlets throughout Southern California, feature the nostalgically popular song, “What a Feeling,” from the 1983 film, Flashdance, with rewritten lyrics to reflect the emotions being felt by the various characters in the commercials. Spots are in English, https://youtu.be/XX7YgI0_Tns, and Spanish, https://youtu.be/lCtDMVWZqnc. Financial details of the media buy were not available. The TV commercial takes the viewer inside a Northgate Market to its popular guacamole station where the avocado dip is made fresh to order and then cuts to a group of teens dancing at a concert while enjoying chips and guacamole. The “What a Feeling” music plays in the background with its new lyrics. The commercial then cuts to a kitchen and a man with a tray of delicious food like chips and salsa. He sings and dances as he walks toward the couch. The couple sits to watch TV and not move from their seats while “What a Feeling” echoes in the background. The spot also includes with a backyard family barbecue scene. The campaign, to include digital video, social media, radio and TV, was developed by Circus, a creative agency based in Santa Monica. Circus said its other clients have included Netflix, Spotify, WeWork, Uber, eBay, Twitter, Shure, DC Shoes, Barcel USA, Telemundo and Google. Northgate Gonzalez stores in San Diego County are located in Vista, Escondido, Chula Vista, National City, Imperial Beach and San Diego on University Avenue, 43rd Street and Main Street in Barrio Logan.
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The Port of San Diego has announced it recently received seven international and state marketing and communications awards. The awards were from the Association of Marketing & Communications Professionals (AMCP) and the California Association of Public Information Officers (CAPIO). The CAPIO awards were for video production for the “#ThatsMyBay” series, website design, marketing plan for the “Discover Your Wonderfront at Harbor Island” campaign and crisis communications in response to a 2018 cyberattack that affected the Port’s ability to process park permits and records requests. The AMCP awards were for website design, social media campaign and PSA video production.