News

Wendy's gears new campaign toward growing Hispanic demographic

May 14, 2013

Wendy's is introducing a new wave of Hispanic advertising this week with the goal of creating a stronger connection with the fast-growing demographic. The campaign is called "Mucho Mejor," which translates loosely to "Much Better," a reflection of the brand's mainstream "Now That's Better" campaign which has been in play since last year.

Hispanic Americans now make up nearly 17 percent of the U.S. population.

"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."

The Mucho Mejor campaign features a Hispanic family, the Rojos, who embrace both American culture and their Hispanic roots. The Rojo family includes a bilingual mom and dad with three children ranging from 7 to 16 years old. Teenage daughter Roselin also dates Dylan, her teenage boyfriend, whose minimal Spanish skills add a touch of humor to the campaign.

The Mucho Mejor advertising campaign launches this week on Spanish language TV and radio.

In 2010, the company and its Hispanic agency of record Miami-based Bravo launched the "Sabor de Verdad" campaign, which also focused on Hispanic customers' food preferences.

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