The Future of Cross-Cultural Shopper Marketing

Bridging cross-cultural shoppers, retailers, and brands across all channels

The Cross Cultural Bridge

Del Rey Marketing is a leading cross-cultural shopper activation agency bridging retail, brand, and digital partners. From integrated customer research, creative development, retail partner execution, and proprietary online to in-store digital programs, Del Rey Marketing converts cross-cultural audiences into avid customers at retail outlets across the United States.

Our Story

Del Rey’s unique role as a bridge between cultures and shoppers, both online and offline, starts with our Founder, Chris del Rey. As the first head of multicultural marketing at Unified Grocers, Chris del Rey pioneered the first multicultural retail activation campaigns for the world’s largest brands over 25 years ago. In time, his namesake firm, Del Rey Marketing, became known for a series of firsts. The first cross-cultural agency to bring a story and creative centric brand approach specifically targeted to Hispanic grocers and shoppers. The first cross-cultural agency to tie in-store retail analytics to customer research and development. Today, Del Rey Marketing continues to act as a pioneering bridge, offering integrated creative, activation, and digital services tying online and offline programs together.

How We Build Activations: Bridging Elements Together

Del Rey Marketing doesn’t just build a campaign: we bridge all of the elements needed for successful activations together. Del Rey Marketing weaves the creative story and background of a partner brand together with the execution prowess needed for in-store activations at the point of decision. Underlying all of this, at each successive stage of execution, is a profound emphasis on digital activation. From the creative brief to the wrap-up report, digital touch points are woven into each successive stage of the consumer journey. Not only does this translate to increased sales, it translates to the most loyal and powerful cross-cultural consumer.


The Audience

Del Rey’s knowledge of cross-cultural audiences, proprietary deep consumer analytics tool, and unmatched network of retail partners, provides partners with the right target in which to start a campaign.

The Creative

Del Rey is story driven and we believe the best partners are as well. Del Rey develops a unique creative and narrative approach for each activation that mobilizes hearts, minds, and clicks behind a brand.

The Execution

As our longtime partners understand better than anyone, Del Rey Marketing’s execution is second to none. From in-store pop ups to product sampling, to online and offline tracking, Del Rey has a strategy that will work. Further, Del Rey’s list of over 2,000 proprietary digital partner relationships provides a unique activation touch point.

Case Studies


Increase likes and followers on social media platforms.

  • Orgullosa’s Facebook page increased by 2,361.
  • Distribution of 10,000 + samples.
  • Distribution of 700 Orgullosa branded premiums.


Create awareness, drive trial, generate demand.

  • More than 1,500 beautiful woman received the Brush Up Tour experience
  • An estimate of 3,921 products were sold.
  • Distribution of 3,000 coupons.

Our Team

Francisco Casillas

Lead Program Manager

Teresa Villarreal

Creative Director

Susana Navas

Program Manager

Raquel del Rey


Hector Contreras

Lead Tour Manager

Alex Gold


Our Clients

Contact Us