Wendy's new campaign aims to speak to Hispanic consumers

05/13/2013 | Advertising Age (tiered subscription model)

Wendy's launched a new ad campaign this week starring the fictional Rojos family, whose story will develop over a series of commercials aimed at appealing to Hispanic consumers. "Hispanic consumers as a group are growing in purchasing power and influence, and we need to build the brand with them," said CMO Craig Bahner.

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