Behind the Numbers: an EMARKETER Podcast The Unofficial Monthly Retailer Awards for February: CeraVe Makes KD the 'Face of Legs', H-E-B 'Baby Wants Tortillas', and More | Reimagining Retail
Feb 25, 2026
Blake Droesch, senior analyst who tracks retail trends; Becky Schilling, senior director of media strategy; and Zak Stambor, principal retail and e-commerce analyst. They debate standout retail moves like CeraVe pairing Kevin Durant with a viral legs campaign, Nordstrom’s 125th anniversary activations, Walmart’s sushi bar test, Amazon’s large-format experiments, and H-E-B’s tortilla-forward Super Bowl ad.
AI Snips
Chapters
Transcript
Episode notes
Social-First Super Bowl Win
- Chipotle skipped a traditional Super Bowl TV spot and launched the Chipotle Realist 30 as a halftime Instagram Reel tied to 100,000 free entrees.
- The social-first activation forced real-time engagement and leveraged second-screen habits to drive brand interaction.
Celebrity Meme Turned Brand Awareness
- CeraVe partnered with Kevin Durant to lean into a meme about his legs, using staged locker-room photos to promote leg moisturizer.
- The campaign used humor and Durant's online persona to reach young men who aren't typical skincare buyers.
Anniversary As Ecosystem Activation
- Nordstrom marked its 125th anniversary with a multi-pronged campaign including exclusive drops, loyalty perks, and an expanded sale.
- The program combined storytelling about service with TV and social to reach both core, older customers and broader audiences.