Taco Bell Corp. introduces the Grilled Stuft Burrito to the Hispanic community in an original and creative ad campaign aimed specifically at this market. This effort to create and promote a more authentically Hispanic product comes at a time when the recent census numbers support the need for targeted outreach to this ever growing population.
Two spots, created in Spanish by Dieste & Partners, will begin airing this week on local Univision and Telemundo stations in key Hispanic markets, and features a burrito (small donkey), which plays off of the double meaning of the word in a fun and creative way. The markets include Los Angeles, El Paso, Bakersfield, Tucson, Miami, San Diego, Fresno and Sacramento, San Antonio, Harlingen, and Corpus Christi.
The first Spanish-language ad, titled, "Tiffany," shows two Hispanic women watching the burrito try on expensive jewelry at a high-end store and commenting on how rich he must be. A voiceover then comments that the burrito is not nearly as rich as the taste of the new Grilled Stuft Burrito. A second Spanish-language ad, titled, "Graduation," shows the burrito graduating with highest honors from college. One Hispanic student comments to the other that the burrito must have been very well prepared, although, says the voiceover, not as well prepared as the Grilled Stuft Burrito.
"In creating our Spanish-language spot, we wanted to do a humorous play on words to create a fun visual image that can easily be tied to the Grilled Stuft Burrito," said Yolanda Alarcón Cassity, Account Director for Dieste & Partners. "Utilizing the burrito enabled us to create amusing vignettes that are endearing to the Hispanic community."
In addition, to further demonstrate Taco Bell's commitment to the Hispanic market, the company has created an English-language spot utilizing Mexican supermodel Elsa Benitez, this year's Sports Illustrated swimsuit cover model and the first Latin to ever grace the coveted cover. The spot, created by Foote, Cone & Belding, began airing nationally on April 29, and will run during the season finales of popular programs including Survivor and Friends.
Based on Hispanic market research conducted by Dieste & Partners, the new Grilled Stuft Burrito is a product that is more unique to the Hispanic community. Focus groups described the product as "authentic" and more like "home style" cooking.
"The Grilled Stuft Burrito is our biggest product introduction of the year," said Chris Becker, vice president of brand communications, Taco Bell Corp. "We are very excited to introduce this product to the Hispanic community in their own language, and in a way that is fun and entertaining."