Sabor de Verdad! Wendy's new campaign targets Hispanic market

Oct. 28, 2010

Wendy's International Inc. and its Hispanic advertising agency The Bravo Group have launched a new advertising campaign specifically directed at the U.S. Hispanic consumer market.

The campaign tag "Sabor de Verdad" loosely translates to "Real Taste," complementing the overall theme of Wendy's philosphy of superior, quality food prepared with fresh ingredients.

"Our research shows that the phrase 'Sabor de Verdad' produces a strong, emotional connection for Hispanic consumers with its multi-faceted meanings," said Bravo's Renee Lavecchia, vice president, managing director. "It communicates the benefits and value of Wendy's 'real' strategy in a fresh, memorable way for Hispanic consumers."

Advertising messages within this campaign will focus on Hispanic consumers' ability to enjoy "sabor de verdad" by satisfying their "antojos," or cravings, at affordable price points, including the 99 cent Everyday Value Menu.

The Value Menu recently expanded its offerings to seven items.

"Wendy's seeks to build faith among the more than 45 million U.S.-based Hispanics that we will deliver the best tasting fast food experience every time at everyday prices," said Bob Holtcamp, Wendy's SVP brand marketing.

This announcement comes shortly after Wendy's tapped Miami-based Bravo Group to develop brand communication for the Hispanic consumer segment.

The agency was selected from several multicultural marketing agencies that participated in the extensive review process.

According to a December 2009 analysis of consumer expenditures and corporate growth strategies by the Latinum network, Hispanic spending more than doubled the general market spending. From 2005-2008, non-Hispanic consumer spending grew 2.9 percent, while Hispanic consumer spending increased 6.4 percent.

Other quick-service chains have expanded their marketing efforts toward the Hispanic market, as well, including Baskin-Robbins, Burger King and Carl's Jr.

Topics: Burger/Steak/BBQ , Business Strategy and Profitability , Ethnic , Food & Beverage , Marketing , Marketing / Branding / Promotion

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