McDonald's restaurants continues to target the U.S. Hispanic by launching a culturally relevant Dollar Menu brand campaign created by The Bravo Group, the leading Hispanic communications agency in the country.
The campaign, "You Know What You Want", speaks to the consumer benefits of the McDonald's Dollar Menu - taste, choice, control and individuality. Using celebrity talent, the campaign angle for the brand positioning is "your taste, your appetite, your dollar…McDonald's Dollar Menu - you know what you want." This unprecedented bilingual advertising campaign features Latin superstar Daisy Fuentes. The Spanish-language campaign broke in the New York / New Jersey / Connecticut tri-state area in May, and the English-language spots are currently in general market rotation.
Daisy Fuentes is not only very well known in the Hispanic community, she has an extensive crossover appeal both culturally and geographically. "We liked The Bravo Group's recommendation of producing both Spanish and English-language versions to reach the entire U.S. Hispanic population," said Elena Ramos, Senior Director of Marketing, East Division at McDonald's. "Daisy English will be viewed by a mainstream Hispanic audience - widening our reach. Instead of 80% of the Hispanic pie, we now will reach 100%."
McDonald's chose The Bravo Group as their Hispanic agency-of-record for the New York tri-state area during the fall of 2001. "Our strategy centers around the ideal pitchperson," said Senior Vice President and Account Director Fernando Fernandez of The Bravo Group. With her wide-ranging career (former local weathergirl, MTV VJ, model, actress, and most recently, co-host of the 2002 Miss Universe pageant), Ms. Fuentes' experiences embody the appeal of the Dollar Menu: Variety. "The Dollar Menu is all about having choices. We marry the idea of a celebrity - in this case Daisy and her various career choices, to a McDonald's customer having a great variety of food choices on the Dollar Menu. McDonald's provides their customers with flexibility in their choices."
The first round of Hispanic advertising broke in the New York City and Hartford markets in May 2002 and may appear in other markets in the East region shortly thereafter.