Northgate: The Jersey

NORTHGATE MARKET EMPATHIZES WITH THE STRUGGLES OF
MULTICULTURAL FAMILIES DURING THE WORLD CUP


Anaheim, California (July, 2018) – Based on the powerful insights of parents who have experienced the cultural differences that arise from raising ambicultural families, Northgate Gonzalez Market, the family-owned and operated Hispanic supermarket chain and its agency, Circus, have produced Jersey. Representing the experiences of millions of Hispanics, Jersey is a beautiful story representing those who live in two worlds.


“Soccer is about passion. The World Cup is something enormous and is something many Hispanics eagerly await every four years. That same passion is not always shared by the ambicultural younger generation. Most of our customers have experienced or seen this cultural duality in some form with their children. It is a reality for today’s ambicultural generation,” said Caro D’Antuono, Vice President of Marketing for Northgate Market. “During this World Cup, we wanted to let our customers know that we understand their frustration and we found a way for Northgate to become part of the conversation.”


"Food and soccer have always been a point of unification for Hispanics, so we joined the two to create this meaningful story with which I’m pretty sure much of our audience can relate,” continued Bruno Lambertini, Founder and CEO of Circus. “This is our first campaign with Northgate and we are lucky it relates to something as important as the World Cup. The results show what we can achieve by joining Northgate Market’s knowledge of the business with our data capabilities and creativity.”


Jersey is part of an integrated campaign developed by Circus which also includes radio and social media.