Sedano’s Supermarkets Celebrates 60 Years of Holidays with Heartwarming Campaign
Largest Hispanic-owned retailer in U.S. commemorates 60 years of holiday traditions
MIAMI (December 1, 2022) – Republica Havas, one of America’s leading creative, media and communications companies, and Sedano’s Supermarkets, the largest Hispanic-owned grocery chain in the United States, launched a new holiday campaign commemorating six decades of celebrating the holidays together with generations of customers.
The campaign creates a sense of nostalgia and speaks directly to Sedano’s loyalists by paying homage to the memories they have made together over the years. It begins with a woman opening her door to greet holiday guests and continues as she reopens the door each time in a new decade, until present day.
“This campaign celebrates the beautiful relationship created over six decades between a beloved brand and its community,” said Tony Waissmann, chief creative officer at Republica Havas.
“We have had the honor of being at the table during the holidays with countless families over six decades,” said Javier Herran, chief marketing officer at Sedano’s Supermarkets. “With our culture rooted in gathering with family and friends, our hope with this campaign is to demonstrate our commitment to keeping traditions alive for generations to come.”
The bilingual (English/Spanish) broadcast and digital campaign is running through Three Kings Day, January 6, 2023.
About Republica Havas
Republica Havas, one of America’s leading and fastest-growing cross-cultural creative, media and communications agencies is part of Republica Havas Group, a global communications company that also includes Republica Havas Health, a health equity and wellness agency in partnership with Havas Health & You. Founded in 2006 in Miami, Florida, Republica Havas Group provides integrated services, including strategy, creative, media planning and buying, analytics and consumer science, digital marketing, public relations, social impact, and customer experience to blue-chip clients in the United States and beyond. The minority-certified company is the lead global multicultural partner of Havas, a subsidiary of Paris-based Vivendi. For more information, visit republicahavas.com and follow @republicahavas on social media.
About Sedano’s Supermarkets
Founded in 1962, Sedano’s Supermarkets began as a neighborhood grocery store in Hialeah, Florida, and has grown to become the largest Hispanic-owned retailer in the United States. Serving South and Central Florida communities for over 60 years, Sedano’s focus has always been to offer customers authentic, top-quality Latin foods and products at affordable prices. Led by the Herran and Guerra families, Sedano’s is renowned for its excellent customer service, familial workplace, and for always giving back to the community. For more information, visit sedanos.com.
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Message from
Republica’s Founders
September 12, 2018
When we set out on this journey on November 13, 2006, we had no idea what was ahead of us. We were two (younger) guys with a drive to build something great. Early on, with the help of our team members, we carefully crafted the 14 Principles that have guided Republica these 4,322 days.
And what a ride it has been!
We’ve enjoyed great triumphs and experienced heart-aching loss. We’ve been fiercely entrepreneurial and nimble and have always made an effort to give back to the community. We’ve grown, evolved, and learned from many mistakes along the way.
Our clients have been incredible. They’ve been our partners on this journey. We’ve accomplished so much with them and for them. They’ve allowed us to do groundbreaking work, and we’ve been so proud when that work has received national or global industry accolades. We are so grateful that they have chosen us.
And then there’s our team. The Republica family. Together, we’ve shared so much, including thousands of cafecitos. Many of us have been together through thick and thin for years. And others have joined us more recently. Everyone is part of the story.
Now, the story evolves. The family grows.
We’ve been approached over the years by potential suitors; including holding companies and private equity firms. We would always listen, but it never felt right. We knew that if and when we were to consider some sort of alliance it would have to be on the right terms, with the right people. We knew we would only want a partner that would allow us to keep doing what we love, yet give us a global platform to grow and scale. Maintaining our independence, our team, and our secret sauce, our familial culture, have always been paramount.
We’re beyond excited to inform you that we feel we have found that partner.
We will be joining forces with one of the world’s top marketing and communications companies, Havas. As part of this new venture, we become Havas’ lead multicultural agency partner in the United States.
You may ask why, or why now? The answer is simple. Why not. We recently reached our pinnacle, something we’d worked hard to achieve for years. We’re now Ad Age’s number one independent U.S. multicultural agency. Albeit a fantastic milestone, we can’t rest on our laurels.
As our industry experiences the most significant disruption of our lifetime, we believe that joining forces now with Havas makes perfect sense.
Havas is a global, transformational leader in creative, media, data and analytics. And its parent company, Vivendi, founded in 1835 in Paris, is one of the world’s leading media and entertainment conglomerates, also owning Universal Music Group, France’s Canal +, and Gameloft, among other major assets.
We thought long and hard about this decision.
One of the factors we’re most excited about is the new growth opportunities and many expanded benefits we’ll now be able to offer our employees.
In closing, so many people deserve our gratitude today...our families, our friends and clients, and each individual that contributed in small and big ways to this dream. You know who you are and we thank you all.
And lastly, our name. We will be known to the world as Republica Havas.
We’re now part of this greater family, and we’re so excited to begin this new chapter of our journey, together.
Jorge A. Plasencia, Chairman & CEO
Luis Casamayor, President
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- 1We strive to be authentic in everything we do.
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OUR HISTORY
In 2006, Jorge A. Plasencia and Luis Casamayor noisily occupied the corner booth at a Miami eatery as they hashed out plans to build a new kind of agency. It was the same year Twitter launched and that Facebook was starting to reach the masses.
Countless espresso-fueled conversations and strategy sessions had culminated into an important narrative: there was a seismic multicultural and digital shift taking place, and most agencies weren't addressing it.
They founded Republica in November 2006, and within a few short years, with a growing roster of blue-chip clients and garnering industry acclaim, it became one of America’s fastest-growing independent agencies.
Fast forward to July 2018, when Republica achieved the milestone of ranking as Ad Age's No. 1 independent U.S. multicultural agency. Subsequently, in September 2018, Republica announced it had joined forces with Paris-based Havas Group. Havas is part of Vivendi, with numerous assets, including Universal Music Group, Gameloft and France's Canal+. Renamed Republica Havas, the Miami-based agency serves as the global conglomerate's lead multicultural agency partner.
Many of the world’s top brands trust Republica Havas as their partner to connect with the most culturally diverse, technologically-advanced consumer base in history.
Built on a familial culture of caring for the community, Republica Havas continues to be recognized by client partners and the industry as a nimble, effective agency with a reputation for delivering groundbreaking, award-winning work.