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

Read 418 times - 2.90 / 5 Based on 6 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



The Top 10 Social Tools for Restaurant Owners
Getting traffic in the door... It may be the most difficult part of the foodservice game, and the ways to make it happen are rapidly changing. While word-of-mouth is still the reigning champion in promoting your business, the forms that it comes in v ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 07/26/2011

Read 381 times - 2.90 - 19 min







Food Safety is Serious Business, Fool
Careful management of temperatures is an important way to control bacteria. You should always use a food thermometer to check temperatures. - Turkey must be kept frozen (0F or lower) or refrigerated (35 to 40F) until used. Keep raw as well as c ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 10/21/2010

Read 604 times - 2.90 - 2 min







Don't Compromise: Spring Clean and Sanitize
The start of Spring means daylight savings, warmer weather and Spring cleaning. In honor of Spring we wanted to offer some insight into the important task of cleaning your kitchen. Chefs, foodservice directors, managers and staff try to practice ...

See more ...


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

Read 792 times - 2.90 - 6 min







Interesting Green Trend
The model number shown in the picture is GET-EC-06. We have this and others too on www.platebowlcupworld.com Here is a brief article from rimag.com: Green Trends: Foodservice Contractors Adopt Reusable To-Go Containers Lately, college and universi ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 10/27/2009

Read 278 times - 2.90 - 3 min







Restaurant Tips for Summer Time Sales
Summer is right around the corner! To perk up meal traffic and generate excitement during those sunny days, try coming up with some fun-filled, cheery summer promotions. Here are a few ideas based on national monthly promotions that are sure to ligh ...

See more ...


Categories: Articles  
Published by: Ramona Weisent - 06/07/2010

Read 305 times - 2.90 - 4 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
Restaurants60
REW Academy51
Website Categories48
REW47
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
Restaurant Equipment World Visits Sweet Lics Treats & More

Top rated (top 5)
Restaurant Equipment World (REW) is OPEN and Taking ACTION to Serve YOU!
Faucet Fitting Overview
Dinnerware Overview
Tabletop Food Baskets and Liners Overview
Kitchen Supplies Overview

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