Meet the Rojos family, the main characters in Wendy’s new Hispanic campaign

The fast-food hamburger chain Wendy’s has announced the launch of a new marketing campaign targeting the Hispanic market, full of such appealing values as the importance of the family, quality meals and the effort to keep doing better – values with which the Latino community can easily identify.”We started as a family business,” says Liz Geraghty, VP of brand marketing at Wendy’s. “Hispanic consumers are seeking ‘better’ in everything they do…they have an achievement mindset, and when it comes to food, they appreciate high-quality ingredients.”The campaign slogan is Mucho mejor, a rough translation of Wendy’s general market tag Now that’s better, in use since April 2012 to position the chain as a fast-food brand of the highest quality.”When you think of Hispanics that come to this country to have a better life, this really speaks to that” mindset, Geraghty says.”Hispanic consumers as a group are growing in purchasing power and influence, and we need to build the brand with them,” says CMO Craig Bahner.The TV advertising, created by the Hispanic WPP agency Bravo, first aired on May 13, and centers around the daily events and adventures in the life of the fictional Rojos family. With the help of the Rojos, Wendy’s will portray the frequent case of Hispanics who live in two worlds, combining a deeply Hispanic personal life with living in an Anglo country.