Wendy’s is rolling out a new wave of multimedia Hispanic advertising this week to form a stronger connection with this fast-growing demo, now 17% of the U.S. population. The Mucho Mejor (“Much Better”) effort will reinforce Wendy’s shared values with Hispanic families, focusing on the best in family and food, says the company.
“Mucho Mejor” will become the new Hispanic tagline and complements Wendy’s general market “Now that’s Better” campaign. It launched this week on Spanish language TV and radio with the introduction of Wendy’s new Frosty Waffle Cone.
“Our increased effort to reach Hispanic consumers is an important element of our Brand Transformation initiative to be a cut above the competition,” said Craig Bahner, Wendy’s chief marketing officer.
“The Hispanic consumer is a growing opportunity and we are tailoring our advertising to speak to them in a relevant way,” said Liz Geraghty, Wendy’s vice president of brand marketing. “Wendy’s is proud to share the same family values as the Hispanic community, and to offer the high quality food and flavor we know this audience is seeking.”
Wendy’s, which spent about $273 million in measured-media spending last year, according to Kantar, says Mucho Mejor is the next evolution in the company’s Hispanic ad strategy. In 2010, the company and its Hispanic AOR Bravo/Miami launched the “Sabor de Verdad” campaign, which focused on Hispanic customers’ savvy and appreciation for real, quality, tasty food.
New creative features a Hispanic family, the Rojos, who embrace both American culture and their Hispanic roots. The Rojos comprise a bilingual mom and dad with three children ranging from 7 to 16 years-old. Teenage daughter Roselin also dates Dylan, her teenage “mainstream” boyfriend — whose minimal Spanish skills lend a touch of humor to the campaign.