Liz Geraghty of Wendy’s: With Los Rojos we want to show that the Hispanic family doesn’t live in a bubble

PRODU spoke with Liz Geraghty, VP of marketing at Wendy’s, and Jesus Valdez, the fast-food chain’s marketing director, about the latest efforts of the popular purveyor of hamburgers to connect with the Hispanic market.“In Wendy’s we recognize that the Hispanic market is a very important segment and we’re interested in connecting our brand with Hispanics’ ambitions and values. That’s why our new campaign for the Hispanic market Mucho Mejor is part of our global transformation, which started last year” Geraghty said.Mucho Mejor, developed by The Bravo Group, is full of values treasured by the Latino community like the importance of the family, standards of quality and always trying to do better. “Our campaign Mucho Mejor was created to establish strong ties with the Hispanic market, and one of the things we share with our Hispanic consumers are family values, since Wendy’s began as a family business” said Valdez.“With Los Rojos we want to show that the Hispanic family does not live in a bubble – they live in the same multicultural world where we all live. We’ve captured that idea in a unique way, and we’re very excited with what we have achieved” Geraghty said.“In the last commercial that came out two weeks ago featuring the teenage daughter Rosalyn Rojo and her Anglo boyfriend, both describe the good qualities of the product, she in Spanish and he in English. It doesn’t matter whether you’re Latino or Anglo, it’s perfectly applicable to the general market” Geraghty said.