Moroch Latino Offering More latino Access To McDonald’s Franchises.

The McDonald’s franchisees in the West and Southwest have partnered with Moroch Latino/Leo Burnett USA to find a greater connection with the Latino Youth market. McDonald’s customers, particularly their young highly acculturated Hispanic customers, have told them that they expect more from McDonald’s. Mainly, that McDonald’s marketing needs to demonstrate that they value Latino youth, understand the Hispanic culture and how McDonald’s fits within their lifestyle. This new focus didn’t mean abandoning their heritage, or their Spanish-language messages, it means also speaking to them in English with culturally relevant messages that represent their lifestyle. The McDonald’s Owner/Operators in San Antonio, Albuquerque, Houston and Sacramento have taken the lead to address the need for a culturally relevant advertising campaign for the Hispanic consumer–on English-language television. The first of two completed television commercials, “Mundo Hip Hop”, hits the airwaves next week.

To date, the advertising execution includes two, thirty-second English-language television spots titled “Mundo Hip Hop” and “Thumpin'”. The first spot, “Mundo Hip Hop” will air on several television stations throughout the West and Southwest beginning May 5, 2003. It features two young Hispanic females enjoying a night out which includes a stop at McDonald’s.

To view the spots CLICK below:

ftp://latinoyouth:h1*****@********ch.com/

“The Hispanic Consumer Market is a very significant customer and employment base for McDonald’s, particularly in the West and the Southwest,” said Mark Ruiz, Owner/Operator of McDonald’s in Sacramento. “It is important for us to talk to Hispanic consumers with messages that are relevant to Hispanic youth.”

These spots talk directly to young Hispanic consumer, in their language, with their music. They will be aired on their favorite television networks including: WB, NBC, UPN and Fox. The tone of the spots is fun, and represents the lifestyles of the Southwestern and Western youth with Regional Mexican/Hip Hop attitude. Both spots have crossover appeal to other demographics due to the variety of influences and preferences of this consumer base. Radio extensions utilizing the music-driven, high-energy approach of the television commercials are in the works.

“At McDonald’s, we are proud of having been pioneers in the industry in marketing to Hispanics. Over the last thirty years, we have been able to establish a strong emotional connection with our Hispanic customers,” said Max Gallegos, Director, US Marketing, McDonald’s Corporation. “This campaign is another example of our commitment to continuing to be relevant and present in the everyday interests and passions of our customers,” added Gallegos.
(more)

“The McDonald’s Owner/Operators in the West and Southwest understand that the Latino youth are unique,” stated Tom Moroch, Moroch Latino/Leo Burnett USA. “While McDonald’s has earned a strong reputation in the Hispanic community for their founding commitment to marketing to their Spanish-speaking customers with relevant, Spanish-language messages, the acculturation of the Latino youth, particularly in the Southwest and the West demanded revisiting their advertising strategy,” added Moroch.