On April 21, Miami based Burger King Corporation launched Tu Ciudad, Tu Música in Harlingen, Texas which will conclude June 23 in Miami, Florida. This is the latest Hispanic marketing platform from the fast food giant who is enjoying great success in the general market with their strategic shift in target.
Kudos to Brommley (Hispanic AOR) for fighting and developing an autonomous communication strategy that is significantly different, but not conflictive with that of the general market. Not that BK’s general market advertising is not genius because it is…and I’m a big fan. It’s just that the tone and manner of the general market campaign is much too “in your face” and arrogant for the Hispanic masses. But it’s awesome and if sales are any indication…the communication shift has made a huge impact on the business. So was going public which they did last year as BKC in the NYSE.
