KFC @ DGWB/Adelante.

DGWB’S Hispanic division, Adelante, has been named the official Agency of Record for all KFC Hispanic advertising.

“This is a first for KFC – we have been developing exceptional Hispanic creative with DGWB/Adelante for several years, but this is the first time we have named a national Agency of Record for our Hispanic advertising,” said Peter Foulds, vice president of advertising for KFC Corporation. “We have made a commitment to the Hispanic community, and are speaking to them through culturally-relevant stories they can relate to, with products and offers that make sense to their traditionally large, tight-knit families. DGWB/Adelante understands the culture and has created a campaign that truly resonates with this community.”

Three commercials will hit the airwaves throughout the country on Telemundo and Univision. First up is the spot entitled “Serenade,” breaking this week and featuring a young man and his friends serenading a girl. Starting in May, audiences will enjoy the “Grandma” commercial, spotlighting the matriarch of the family and her favorite grandchild. In June, “I Need More” breaks, featuring a young woman craving variety.

“We wanted these spots to be relevant to Latinos, not simply an adaptation of something Anglo,” said Eduardo Cortes, creative director for DGWB/Adelante. “The concepts and well-written scripts result in a campaign that we are very proud of and that the client loves. KFC is dedicated to building a relationship with the Hispanic customer that will last a lifetime, and this campaign is just the beginning.”

The campaign centers around three core tenants of the KFC brand:

· Freshness – chicken prepared for you as fresh as from a home kitchen

· The Bucket – a KFC icon that also represents ample amounts of food

· Variety — introductions to several new KFC products