Pizza Patron Says ‘llegale!’.

Pizza Patron announced that it has unveiled its long-term branding strategy in the company’s first TV spots which started airing on August 16. The campaign includes TV, radio and print collateral.

The focus of the ads is to express a ‘llegale’ (go get it) attitude in life and to position Pizza Patron as a leader among Latino brands. The ads deliberately avoid focusing on the food or Pizza Patron’s value-pricing, but instead strive to align the brand with the heart and minds of its core Latino customers with inspirational and fun themes.

Three Hispanic T.V. spots were shot to air on Univision in the Dallas/Ft Worth market until the end of the third quarter of 2004. Plans to run the ads on other Hispanic TV and radio network programs in additional markets are also in the works for the last quarter of 2004. The commercials’ were produced with the help of Spanish Marketing, Inc., a full service marketing agency specializing in the U.S. Hispanic market, credits as follows: Andrew Gamm – chief creative director, Abel Barron – creative director/producer, Herminia Dosal – photographer, Chuck Brown of AMS Production Group – editor, Audiomania – music.

Although Pizza Patron has been successful in the Dallas market for more than 18 years, they have done little advertising over the years, and none at all in the past 3 years. This campaign is designed to complement current efforts to develop a strong national presence through franchise distribution.

“Pizza Patron has connected well with the Latino market in Dallas for many years,” says Andrew Gamm, Pizza Patron Director of Brand Development. “With ‘llegale,’ we’re sending a powerful message about our brand, not only to our Latino customers, but to all of our competitors as well. Don’t look for us to take a back seat to anyone; we intend to earn our position as a successful national brand through disciplined focus, and integrity in business. We have a clear vision and have assembled a strong team of industry professionals — we believe our company truly embodies the spirit of ‘llegale’.”