McDonald’s coffee challenge to Starbucks is going to have a Hispanic specific communication and advertising component: “As with every new product introduction, we will ensure that our communication with our Hispanic customers is culturally relevant,” McDonald’s Director of Hispanic Marketing, Cristina Villena, tells Portada. She adds that Hispanic-specific advertising will follow the new introduction.
In terms of McDonald’s overall Hispanic advertising program in 2008, Villena notes that McDonald’s will “continue to lead by consistently communicating with our Hispanic customers in relevant, creative and innovative ways. We will do this through an integrated marketing approach that utilizes multiple touch points, i.e., print, TV, radio and digital advertising, sponsorship of high-profile events, promotions, grassroots activations and public relations.” Villena also notes that McDonald’s is increasing Hispanic advertising budgets overall.
OMD Latino is McDonald’s Hispanic advertising agency of record.