AdAge: Hispanic Marketing

Advertising Age - Hispanic Marketing
Advertising Age - Hispanic Marketing
U.S. Hispanic marketing and media news and the best creative advertising: The biggest stories, trends and data in marketers' multi-billion dollar efforts to reach America's most rapidly growing demographic, from Spanish-dominant to acculturated, bilingual Latinos.

How This Guatemalan Chicken Chain Plans to Invade the Colonel's Turf

Chicken chain Pollo Campero isn't a household name outside its native Guatemala, but as Latin cultural influence grows in the U.S., the company is hoping more people will try its flavorful chicken and guava dipping sauces. That includes everyone from non-Hispanics to U.S.-born Hispanic millennials who enjoy Latin food but aren't familiar with a brand their parents might have grown up with in Central America.

Last year Pollo Campero was a standout, with U.S. sales up 20.3% to $110.6 million, according to restaurant industry tracking firm Technomic. Still, it has a long way to go in the U.S. to catch up to larger chicken-focused chains. Chick-fil-A is the nation's largest chicken-centric chain, with 2016 sales up 7.2% to $6.74 billion. Chick-fil-A last week hired Los Angeles-based independent Gallegos United to do U.S. Hispanic work.

KFC, whose "Re-Colonelization" ad campaign has been a popular success, is next in line with sales up 3.6% to $4.48 billion. Other players in the industry include California-based El Pollo Loco, where sales increased 5.6% to $795.4 million, and Florida-based Pollo Tropical, which saw sales jump 9.7% to $403.7 million.

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World Cup Soccer and Narco Dramas: Inside Telemundo's Pitch

NBCUniversal TelemundoEnterprises previewed its 2017-2018 programming today, offering a bonanza for fans of World Cup soccer and narco dramas.

In an online presentation for journalists, execs said Telemundo Deportes will air more than 700 hours of World Cup coverage, including 56 matches on Telemundo and eight on cable network Universo, as well as a virtual reality app for the 2018 World Cup to be held in Russia, and a World Cup Party Pack curated by Telemundo and Buzzfeed's Tasty for hosting futbol viewing parties. The 2014 World Cup was broadcast by rival Spanish-language network Univision.

"Telemundo continues to drive growth in Hispanic media with original content that resonates with today's Hispanic in the U.S.," said Cesar Conde, chairman of NBCUniversal Telemundo Enterprises and NBC Universal International Group. "Latinos are evolving and they are influencing our economy and mainstream culture more than ever."

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Inside the New Vanguard of Hispanic-American Agencies

Curro Chozas' best idea could easily have turned out to be his worst.

The Los Angeles-based creative director scattered 100 cell phones around the streets of Guatemala on behalf of the wireless provider Movistar a few months ago. The idea was to see how many of them would be returned. The odds were not good: "It wasn't a safe idea," said Chozas, who happened to be in Guatemala with fellow Spaniard and famous chef Ferran Adria, the global ambassador for Movistar parent Telefonica. Guatemala is rife with official corruption and its reputation has suffered.

"Everyone believed no one would return any of the cellphones," he said. But in the end, 87 came back. "Latin Americans are more honest than people thought. It gave Guatemalans self-confidence."

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U.S. Hispanic Shops Are Big Winners at Wave Festival for Latin America in Rio

U.S. agencies Alma and We Believers were the second and third most-awarded agencies at the Wave Festival for Latin America held last week in Rio de Janeiro. (The perennial No. 1 is Brazilian shop Almap BBDO).

That's the best performance yet at the Wave for the U.S. Hispanic market, and includes a Grand Prix in the Design category for We Believers' "Edible Six-Pack Rings" work that won four Lions at the last Cannes Lions International Festival of Creativity. The agency re-thought the plastic rings that hold together six-packs of beer and are often discarded in the ocean where they harm wildlife, by making them biodegradable and safe to eat. (The Wave Festival is organized by Ad Age's partner in Brazil, Grupo Meio e Mensagem).

Besides the Grand Prix, "Edible Six-Pack Rings" picked up two gold awards in the Promo category and two bronze awards in PR and the environmentally-friendly Green Wave category.

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U.S. Hispanic Agencies: Final Deadline to Enter Wave Festival Is March 24

The deadline for entries has been extended for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico.

The final deadline to enter the Wave is Friday, March 24, 2017. See the Wave's 15 categories and enter here.

Advertising Age is partnering with the Wave, to be held April 5 and 6 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime partner in Brazil.

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