Wendy’s International, Inc. and its Miami-based Hispanic advertising agency The Bravo Group, launched “Sabor de Verdad” – a new advertising campaign targeting the U.S. Hispanic consumer market.
The central theme, “Sabor de Verdad,” loosely translated as “Real Taste,” neatly encompasses Wendy’s core principals of superior, quality food prepared with fresh ingredients, while appealing to Hispanic customers’ savvy and appreciation for real, quality, tasty food. “Sabor,” representing taste, flavor and character, and “de verdad” meaning authentic, real and true, plainly spell out Wendy’s food philosophy for Hispanic customers.
“Our research shows that the phrase ‘Sabor de Verdad’ produces a strong, emotional connection for Hispanic consumers with its multi-faceted meanings — authentic food with true flavor from Wendy’s,” said Bravo Renee Lavecchia, Vice President, Managing Director. “It communicates the benefits and value of Wendy’s ‘real’ strategy in a fresh, memorable way for Hispanic consumers.”
In conjunction with the “Sabor to Verdad” launch, Wendy’s plans to introduce expanded offerings to their 99 cents Everyday Value Menu at participating Wendy’s. For Hispanic customers, advertising will focus on the ability to enjoy “sabor de verdad” by satisfying whatever “antojos” or taste cravings they may have — at an everyday, affordable price point of 99 cents.
“In addition to showing dedication to quality, fresh food, Wendy’s seeks to build faith among the more than 45 million U.S.-based Hispanics that we will deliver the best tasting fast food experience every time at everyday prices,” said Wendy’s Bob Holtcamp, SVP Brand Marketing. ‘Sabor de Verdad’ provides a platform for a long-term campaign aimed at our ever-growing Hispanic consumer base, while directly reflecting our goal to be the ‘real choice in fast food’.”