Wendy’s International Hires Bravo Group to Target Hispanic Consumers

Fast-food giant Wendy’s International announced that the Miami-based Bravo Group will be the company’s agency of choice for its future Hispanic-targeted advertisement campaigns. While working with the Vidal Partnership, the company spent a massive $25 million in Hispanic media last year.  In line with its brand-building strategy, Wendy’s executives selected the Bravo Group after evaluating several leading multicultural marketing agencies, all of which participated in a rigorous review process.

The Hispanic market is an important consumer segment for fast-food chains. Wendy’s aims to expand current targeted marketing efforts to gain an edge in this competitive industry. The Bravo Group has been given the task to engage and attract the more than 45 million Hispanic consumers in the country to the Wendy’s brand. This will require an integrated campaign with new television commercials, Hispanic specific website content, and an investment in the increasingly lucrative field of social media.

It is estimated that within the next ten years the purchasing power of the U.S. Hispanic market will grow to over a trillion dollars. In fact, Hispanic consumers have become one of the most important demographic growth drivers in the food and beverage industry as a whole. As a result, it is becoming increasingly important for fast-food chains to recognize the potential of this market segment and capitalize on its growth to gain long-term and loyal customers.

By Karina Lairet