Northgate Gonzalez Debuts New Multimedia Campaign

Northgate Gonzalez Market took to the airwaves during the 2019 Billboard Latin Music Awards broadcast this week to debut its new “What a Feeling” multimedia campaign.

The Anaheim, Calif.-based grocery chain’s new ads play up authentic food, ingredients and fresh offerings around the themes of sports, music and TV binge-watching. The spots 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. 

“We recognize that our customers are not all the same; each customer has a different shopping mission and each customer has their own passion points and stories. We recognize that there is a story behind every visit to our stores,” Caro D’Antuono, Northgate Market’s VP of marketing, said in a statement.

Guided by that inspiration and cultural insights, the TV commercial begins by taking viewers inside Northgate's popular in-store guacamole station, where the avocado dip is made fresh to order, and continues with various scenes of food, family and fun.

Developed for Northgate Gonzalez by Santa Monica, Calif.-based creative agency, Circus, the retailer’s new campaign features several components, including digital video ads, social media, radio and TV.

The family-owned and -operated Hispanic supermarket chain has 40 stores in Orange, Los Angeles and San Diego counties.