www.rewonline.com   Call us (800) 821-9153  

Read 490 times - 4.00 / 5 Based on 10 Votes - 7 min

Wendy's Launches Hispanic Campaign

byKarlene Lukovitz, Media Post Marketing Daily



Wendy's International, Inc. is rolling out a new series of television and radio commercials targeting the U.S. Hispanic market.

Themed "Sabor de Verdad," roughly translating to "Real Taste," the Spanish-language campaign is the first Wendy's effort from WPP Group's Miami-based The Bravo Group, which was chosen by the QSR in August as its new Hispanic agency of record.

Timed to coincide with Wendy's expansion of its 99-cent Everyday Value Menu offerings, the campaign positions Wendy's as the solution for Hispanic consumers looking to satisfy their "antojos," or taste cravings, with quality food at affordable prices.

The campaign, which starts Nov. 1 and will run through year-end, will include a series of TV spots airing on national network and cable and local spot TV, plus local radio efforts run at the discretion of individual markets. Some of the television media being employed are Univision, Telefutura, Galavision, Telemundo, mun2, Estrella, TVAztecaAmerica, Discovery en Espaol, MTVTr3s, Fox Sports en Espaol and ESPN Deporte. Wendy's Hispanic media planning and buying continue to be handled by MediaVest and MV42.



The campaign centers on a Hispanic couple, "Cesar and Gabriela." In the first TV spot, they are seen ordering from the value menu at a Wendy's drive-through. After Cesar orders a "papapolloguesa," which Gabriela doesn't recognize on the menu, it becomes clear that he has combined three products into one: baked potato, Crispy Chicken Sandwich and Double Stack burger.

The current efforts do not include digital/social media support. New Hispanic creative will roll out in 2011, according to Wendy's and Bravo Group, which is working with Wendy's general-market agency of record, Kaplan Thaler Group, to ensure that efforts both resonate with Hispanics and are integrated into the brand's overall marketing and positioning.

"Sabor de Verdad" will serve as a platform for a long-term campaign in which Wendy's will seek to "build faith" with its growing Hispanic consumer base by delivering on its goal of being "the real choice in fast food," summed up Wendy's SVP brand marketing Bob Holtcamp.

Nielsen shows Wendy's having spent $25 million in major Hispanic media last year and $8 million during first-half 2010, according to Brandweek.



Wendy's is far from alone: Many QSRs, including Burger King and Carl's Jr., are beefing up Hispanic marketing. Hispanics have become the most important U.S. demographic growth-driver for restaurants, as well as food and beverage makers, according to Latinum Network market research.

While they are spending more than the general population on food consumed at home, they are also eating out more in both fast-food and full-service restaurants, even as other segments are cutting back on restaurant expenditures. Hispanics also are increasingly likely to eat out during the work day, offering breakfast and lunch opportunities for QSRs and other restaurant formats.

Moreover, Hispanics, African-Americans and Asian-Americans tend to originate food and cultural trends subsequently adopted by the general market. This dynamic has caused McDonald's, which has been running minority-specific marketing campaigns for more than three decades, to employ insights about minority group preferences to help shape menu selections and advertising efforts intended for general-market consumption, reports Bloomberg BusinessWeek.
Categories: Articles  


Published by:


ramona.weisent@rewonline.com

REWrite Blog



Bad
Rate as 5 star
Good


Share this content using:


Related Articles



Did He Just Say Restaurant Wars? Part I
It sounds like another terrible idea for a show on Food Network (and it may already be), but I've recently been told that there is a war going on between equipment suppliers and restauranteurs. Seriously? I was under the impression that the "Missi ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 10/05/2009

Read 374 times - 4.00 - 8 min







How To Protect Foodservice Websites from Hack Attacks
By Brad Pierce, President Restaurant Equipment World via The Schechter Report The origin of hacking online sites dates back almost to the advent of the internet itself.Back in the early days, hackers were typically referred to as "script kiddies" w ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 03/15/2011

Read 400 times - 4.00 - 5 min







Viva la (Food Truck) Revolution
America. Land of the fried and home of the grav-y, right? Not anymore, my friend. We're in the midst of a culinary transformation. The deep-fried bourgeoisie's days are numbered as the health-conscious proletariat is rising up and storming the pr ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 07/11/2012

Read 294 times - 4.00 - 5 min







ABC: Always Be Closing
"ABC: Always Be Closing." While this Ben Affleck line from the stock market scandel film "Boiler Room" might be the defacto motto of the sales industry, when it comes to longevity however, the sale itself is less important than ensuring the customer ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 10/14/2009

Read 468 times - 4.00 - 4 min







The Future of Spill Cleaning Technology is Now!
This is absolutely amazing. While I can see this having more successful application in a research lab where mixtures need to be moved from one surface to another in the pursuit of science, it is cool to think of equipping your busboy with one of ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 06/14/2011

Read 332 times - 4.00 - 1 min










REWrite Blog

Welcome to the REWrite blog site. We created this page to inform and entertain you. We like to visit our customers and eat good food - check out our restaurant videos. We also like to share fun events, informative articles and funny stuff about our staff here at REW.

So, take a few minutes and peruse through our site, and feel free to leave ratings and comments . . . we love those! Don't forget to check back often as we like to keep you posted.

Filter by category.
Articles104
REW Academy68
REW64
Website Categories64
Restaurants60
Vendors17
Food15
Events14
Funny7
Infographic6
Interviews6
Tutorials6
Web6
Kitchen5
Social Media4
Customers3

Most popular (top 5)
Restaurant Equipment World (REW) Launches NEW Spanish Version of Website
Life Kitchen Florida App
Indoor Chairs and Bar Stools Overview
Complete Guide to Cooking Knives
Crowd control Overview

Top rated (top 5)
Faucet, Sink, and Drain Accessories
Ramekins and Sauce Cups
Hot and Cold Holding Displayware
Trays
Menu Covers

Editor Pick
Restaurant Equipment (REW) Visits DoveCote Brasserie
Restaurant Equipment World (REW) Visits Kyoto Sushi & Grill
Restaurant Equipment World (REW) Visits Omelet Bar
Restaurant Equipment World (REW) Visits Duffy's Sports Grill
Restaurant Equipment World (REW) Visits The Golden Knife Chop House
Restaurant Equipment World (REW) Visits RusTeak
Restaurant Equipment World (REW) Visits The Osprey Tavern
Restaurant Equipment World (REW) Visits Bosphorous Turkish Cuisine
Restaurant Equipment World (REW) Visits RiverGrille On The Tomoka
Restaurant Equipment World (REW) Visits Cocina 214 Mexican Kitchen & Bar
Restaurant Equipment World (REW) Visits Antonella's Pizzeria
Restaurant Equipment World (REW) Launches NEW Spanish Version of Website
Restaurant Equipment World (REW) Visits Croissant Gourmet
Restaurant Equipment World (REW) Visits Valisa Bakery
Life Kitchen Florida App
Restaurant Equipment World (REW) Visits Don Julio’s
Restaurant Equipment World (REW) Visits Crepe Delicious
Restaurant Equipment World (REW) is OPEN and Taking ACTION to Serve YOU!

      

USA Headquarters
2413 N Forsyth Road Orlando FL, 32807
Toll-free: (800) 821-9153