Just last year, the top 500 advertisers allocated 5.4 percent of their budgets to connect with Hispanic consumers, according to the Association of Hispanic Advertising Agencies. The wave of this specific spending focus began in 2007, when Hispanic ad dollars hovered close to 5.6 percent.
Since then, a Spanish wave has washed over QSR marketing schemes. Major players including Wendy’s and Burger King have launched Hispanic-specific campaigns, Baskin-Robbins created a new role to head up the company’s U.S. Hispanic marketing efforts, and Carl’s Jr. developed a format to integrate the chain’s products into prime-time lineups of Univision and TeleFutura affiliates.
Among the best marketers for the Hispanic demographic – as acknowledged by the AHAA – are El Pollo Loco, Domino's Pizza and McDonald's. McDonald’s even got into the mobile marketing game early, launching a text message ad campaign geared toward the market in 2007.
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