McDonald's Continues Dollar Menu Brand Campaign With Bilingual Spots Created by The Bravo Group; Latin Diva Daisy Fuentes Adds Spice to McDonald's Lineup.Business Editors/Food & Entertainment Writers NEW YORK--(BUSINESS WIRE)--June 12, 2002 McDonald's restaurants There are more than 30,000 McDonald's restaurants in 119 countries. Restaurants The first McDonald's was not a restaurant at all, but it was a sit-in stand. The company's early franchises were built to a standard pattern that did not offer seating; this was in part to prevent 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 Daisy Fuentes (born November 17, 1966 in Havana, Cuba) is a Cuban model and actress. When Daisy was three years old, the Fuentes family moved to Madrid, Spain, and finally emigrated to Harrison, New Jersey four years later. . The Spanish-language campaign broke in the New York/New Jersey/Connecticut tri-state area There are a number of places in the United States known as tri-state areas where three states or holdings meet at one point (a tripoint), or in proximity to each other. The two most well-known are for the New York and Chicago metropolitan areas. 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 New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of tri-state area during the fall of 2001. "Our strategy centers around the ideal pitchperson," said Senior Vice President and Account Director Fernando Fernandez Fernando Fernandez (c.1850 – 1940), born in Bayamon, Puerto Rico, was the founder of the oldest rum manufacturing company in Puerto Rico. Start of a dynasty of The Bravo Group. With her wide-ranging career (former local weathergirl, MTV MTV in full Music Television U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business. VJ, model, actress, and most recently, co-host of the 2002 Miss Universe pageant), 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 New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. and Hartford markets in May 2002 and may appear in other markets in the East region shortly thereafter. About McDonald's McDonald's is the world's leading foodservice retailer, with more than 29,000 restaurants serving over 45 million people each day in 121 countries. Approximately 80 percent of McDonald's U.S. restaurants are owned and operated by independent franchisees. About The Bravo Group McDonald's joins The Bravo Group's roster of blue-chip clients including AT&T, Sears Roebuck & Co., Kraft Foods Kraft Foods Inc. (NYSE: KFT) is the largest food and beverage company headquartered in North America and the second largest in the world after Nestlé SA. The Philip Morris Company (now known as Altria Group), a company that produces tobacco products, acquired Kraft for and Blockbuster among others. The Bravo Group, with more than $245 million in billings in 2001, maintains a staff of almost 200 communications professionals, mostly of Latino descent, with offices in New York, Chicago, San Francisco, Irvine and Miami. The agency creates Spanish-language integrated marketing communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or programs, which are designed to establish strong product positions in the Hispanic consumer segments. Established in 1980, The Bravo Group offers advertising, media planning and buying, direct marketing, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , research, online development, promotions, and event marketing. NOTE TO EDITORS: A high-resolution image is available at: http://www.hispanicprwire.com/main.html. |
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