Oak Brook, IL–(HISPANIC PR WIRE)–July 16, 2003–McDonald’s® debuted its newest ad campaign featuring its flagship sandwich, the Big Mac®. The spot puts the sandwich front and center as part of the experience and everyday lives of its consumers in an urban environment.
The Big Mac sandwich has some of its strongest appeal among Hispanics, which translated into creative work that was developed with the ethnic consumer in mind. The spots were produced in English, Spanish and Spanglish to be relevant to the young adult consumer within the Hispanic marketplace. The commercial is set in an urban setting and portrays the Big Mac in real situations depicting how consumers enjoy the sandwich every day. The campaign also revisits the famous Big Mac song that has delighted consumers through the years.
“McDonald’s has a tradition of offering its Latino customers their favorite food, as well as creative that is relevant to their lives.” said Neil Golden, marketing vice president, McDonald’s USA. “ Through our research, we have learned that young adults are blurring the lines on language use which led us to develop a “Spanglish” version of the spot that mixes both languages.”
The campaign was produced McDonald’s national Hispanic advertising agency del Rivero Messianu DDB based in Coral Gables, FL.
The LoMcximo del Espíritu Latino – The Best of the Latino Spirit — is McDonald’s yearlong celebration of Latino pride, heritage, culture and achievements. Additional information can be found at McDonald’s bilingual, bicultural online experience at http://www.lomcximo.com.
McDonald’s is the world’s leading global foodservice retailer with more than 30,000 restaurants serving nearly 46 people in more than 100 countries each day. Approximately 80 percent of McDonald’s restaurants worldwide are owned and operated by independent, local businessmen and women.