Wendy’s Launches “Much Better” Hispanic Campaign

One of today’s key emerging media markets is the Hispanic market. As the U.S. Hispanic population continues to rise the more targeted marketers will need to be to gain this their business

So it looks like Wendy’s got the memo. The #2 hamburger chain is hoping to gain Hispanic loyalties with a new advertising campaign titled “Mucho Mejor” which in English translates to “Much Better.” This ad is a Hispanic version of the “Now That’s Better” campaign which was developed last year.

The new campaign based on a recent Advertising Age article will focus on a Hispanic family who embrace both the American culture as well as their Hispanic roots; the family includes a mom, dad and three children. If you can speak Spanish you will have no trouble following the ad, however future ads supposedly will be easy to understand whether viewers speak Spanish or English. Click here to view the ad.

Advertising Age states that it’s likely Wendy’s is not high on Hispanic’s folks fast-food list in part because the chain isn’t spending as much to lure the demographic as other fast food chains are. Though it has said it plans to increase spending on the segment by double digits, Wendy’s in 2012 spent close to $11.7 million on Spanish-language network TV, according to Kantar Media — and that was down from $13.2 million in 2011.Meanwhile, McDonald’s, the largest advertiser in Spanish-language media, was the chain most likely to be visited by Hispanics in the study, compared to Taco Bell, Burger King and Wendy’s.

Looks like Wendy’s has their work cut out for them. It will be interesting to see if they find success in the Hispanic market with this new ad campaign.

The below infographic points out some key stats about the Hispanic markets fast food spending.


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