Wendy's launches Hispanic consumer ad campaign
October 29, 2010
by Bryan Salvage
DUBLIN, OHIO — Wendy's "Sabor de Verdad" advertising campaign for the US Hispanic consumer market is underway, announced Wendy's International Inc. and its Miami-based Hispanic advertising agency, The Bravo Group.
Company executives explain the theme, "Sabor de Verdad," loosely translated as "Real Taste," encompasses Wendy's core principals of superior-quality food prepared with fresh ingredients, while appealing to Hispanic customers' savvy and appreciation for real, quality, tasty food. "Sabor," representing taste, flavor and character, and "de verdad" meaning authentic, real and true, spell out Wendy's food philosophy for Hispanic customers.
"Our research shows that the phrase 'Sabor de Verdad' produces a strong, emotional connection for Hispanic consumers with its multi-faceted meanings — authentic food with true flavor from Wendy's," said Renée Lavecchia, Bravo’s vice president, managing director. "It communicates the benefits and value of Wendy's 'real' strategy in a fresh, memorable way for Hispanic consumers."