Wendy's is running a Spanish-language campaign through WPP's Bravo with the tagline "Now that's better" translated as "Mucho mejor." The campaign introduces a Hispanic family, the Rojos, and speaks to aspirational Hispanics, according to Liz Geraghty, Wendy's vice president of brand marketing. Though the chain expects to boost its spending on Hispanic media by more than 10%, it is still far behind category leader McDonald's, which spent nearly 10 times as much as Wendy's in 2011.

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