• by Karlene Lukovitz  @KLmarketdaily, November 1, 2010

Wendy's International, Inc. is rolling out a new series of television and radio commercials targeting the U.S. Hispanic market. 

Themed "Sabor de Verdad," roughly translating to "Real Taste," the all-Spanish-language campaign is the first Wendy's effort from WPP Group's Miami-based The Bravo Group, which was chosen by the QSR in August as its new Hispanic agency of record.  

Timed to coincide with Wendy's expansion of its 99-cent Everyday Value Menu offerings, the campaign positions Wendy's as the solution for Hispanic consumers looking to satisfy their "antojos," or taste cravings, with quality food at affordable prices.

The campaign, which starts today (Nov. 1) and will run through year-end, will include a series of TV spots airing on national network and cable and local spot TV, plus local radio efforts run at the discretion of individual markets.  Some of the television media being employed include Univision, Telefutura, Galavision, Telemundo, mun2, Estrella, TVAztecaAmerica, Discovery en Español, MTVTr3s, Fox Sports en Español and ESPN Deporte.  Wendy's Hispanic media planning and buying continue to be handled by MediaVest and MV42.

The campaign centers on a Hispanic couple, "Cesar and Gabriela." In the first TV spot, they are seen ordering from the value menu at a Wendy's drive-through.  After Cesar orders a "papapolloguesa," which Gabriela doesn't recognize on the menu, it becomes clear that he has combined three products into one:  baked potato, Crispy Chicken Sandwich and Double Stack burger.