Walmart Puts Latino Food Brands on the Table at Billboard Latin Music Week
Walmart used Billboard Latin Music Week 2026 in Miami to put Latino-founded food brands in front of the music crowd, and singer Zhamira was at the centre of the campaign. Billboard reported the partnership on 30 October 2026.
The annual industry gathering was scheduled for 19 to 22 October at Faena Miami Beach. On Wednesday, 21 October, Zhamira joined the "Love & Music" panel at Faena Forum, one of the event's talks.
Her Walmart campaign is built around a "sobremesa", the Spanish word for the easy conversation people have at the table after a meal. In it, Zhamira shares a meal with her parents in Miami. Billboard and Walmart joined the family for a dinner rooted in Latin flavours and family traditions. Every dish in the campaign is made with products sold at Walmart.
Visitors to the event could also try some of the brands. La Monarca wedding cookies and Café Olé coffee were offered for tasting. Café Olé is a coffee brand founded by Latinos, and Pisqueya, a hot sauce brand, is also Latino-founded. Walmart sells products from both companies, along with EZ Bombs, Loisa and La Banderita.
The food effort reached past the conference halls. Walmart co-hosted El Pre Party at Wynwood Marketplace with Billboard and the food site Eater, as a lead-in to the En Vivo concert. Miami restaurant Sanguich made a custom Cubano sandwich for the party, seasoned with Great Value spices, Walmart's own spice line, and served with Pisqueya guava hot sauce. Three food creators, ChefBruja, MadebySillo and MikaBites, also took part in the celebration.
The conference lineup had its own star power. Rubén Blades, Anthony Ramos, Lenny Tavárez and Tito Nieves were added to the final lineup, which was published on 6 October. Walmart's part in the event was framed around the people behind its brands, with the founders and their flavours at the centre of the experience.
For the businesses involved, the appeal is simple. A cookie or a hot sauce that a conference guest tastes at a Miami event may be one they look for on a shelf later. For the music side, it shows how brands are now paying to sit alongside artists, not just sponsor their stages. Whether the campaign changes anyone's grocery list is a question only shopping habits can answer.
