The passion for soccer and the fact that the United States was hosting the World Cup motivated Talpa Supermarkets to think… what if we could? Louis Gerardo Cárdenas, the chain’s owner, and his team led the “La Mejor Selección” (The Best Selection) campaign.
It all started in November 2025, with the idea that “the last time a World Cup passed through North America was 32 years ago. This only happens once, and it’s right in our backyard”—meaning Atlanta, Georgia, home to 12 of Talpa Supermarkets’ 13 stores. They couldn’t let the opportunity pass by.
Through planning meetings, creative minds, and participating brands, the unthinkable was achieved: turning every single store into a destination to feel, live, and enjoy soccer. “These are all seeds we are planting to harvest in the future.”
Campaign: La Mejor Selección
Planning and executing each experience required more than just passion. They needed willingness, patience, excitement, communication, and a strong focus on both the community and teamwork.
The first play? Goalkeeper Óscar “El Conejo” Pérez at Easter. It was the perfect context to combine both seasons ahead of this summer’s most exciting moment.
Other iconic figures witnessed the brand’s cultural connection with the Mexican and Central American communities represented at Talpa Supermarkets. Moisés Muñoz and Carlos “El Pescadito” Ruiz joined the voice of legendary Mexican commentator Enrique “El Perro” Bermúdez, who during his visit exclaimed, “It’s a beautiful, awesome store!”
Then came other experiences before, during, and after the 104 World Cup matches.
The atmosphere in each store was key, featuring soccer balls hanging from the ceiling, staff wearing jerseys from different national teams, and a giant screen broadcasting live matches, accompanied by additional screens near the registers. Foosball tables for kids and adults served as a break or a source of inspiration while shopping. As a result, every visit felt less like an errand and more like part of the World Cup celebration. Campaign QR codes were displayed throughout the aisles of every Talpa Supermarket.
Commemorative merchandise, including 5,000 soccer balls, 2,000 T-shirts, and 1,500 aprons, rewarded customers’ qualifying purchases. Added to this were special grilling combos featuring products from sponsoring brands, designed to complement family gatherings during the matches played by 48 national teams around the world.
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Flagship Campaign Activations
- The Talpa Booth (La Cabina Talpa): Here, customers could commentate their own goal. The store setup replicated a professional recording studio where customers chose a play and narrated a goal like a TV commentator, putting their passion and vocal volume to the test. Those who reached the highest decibels advanced to a grand finale. Winners at each location reached around 130 decibels—a level of enthusiasm that earned them a direct pass (three were given out in total) to experience one of the World Cup matches live in Atlanta. The activation drew over 2,000 participants, cementing itself as the most photographed and shared moment of the season.
- The Big Swap (El Cambiatón): Talpa Supermarkets reinvented the sticker swap for the World Cup collectible album. Channeling the spirit of the traditional game “Lotería,” Talpa staff members would loudly “call out” the available stickers. When a customer heard a number they needed, they shouted “Me!” to claim it, trading it for any sticker from their own collection. This dynamic brought a playful, community-oriented twist to the classic album swap, keeping crowds of customers eagerly listening for each call and reinforcing the festive atmosphere on the sales floor. “On Wednesdays at all the stores holding the Panini swap, no one could sit down to eat for three hours. We lost sales that day, but it didn’t matter because seeing all those kids brought so much joy. Plus, it’s a memory a child will carry with them—that Talpa was right there with them,” Cárdenas said.
- World Cup Tickets: Customers and employees across Talpa Supermarkets’ 13 locations (12 in Georgia and 1 in Tennessee) participated in a raffle for 16 pairs of tickets. The goal? To recognize community loyalty and the hard work of the team behind the activation.
The Talpa Supermarkets Signature
Talpa Supermarkets’ trademark freshness and customer service stood out. The produce, dairy, bakery, tortillería, meat, and seafood departments maintained a high volume of custom orders. Additionally, checkout lines remained short, and staff constantly restocked the sales floor.
Spanish signage, department names, and promotions spoke directly to the community. The campaign arrived at a time when Hispanic purchasing power in the United States continues to grow steadily, with the Hispanic population projected to exceed 74 million people by 2028 and spending that, according to industry analysts, has increasingly leaned toward grocery channels.
The Next Campaign
They have not yet determined what the next event of this scale will be.
“Right now, people are already asking, ‘Hey, what else are we doing with Talpa?’ It’s how we give back to the community,” Cárdenas affirms.