Chick-Fil-A is adding Gallegos United to its agency roster, as the fast-food chain increasingly focuses on reaching Hispanic guests.
Together, agency and client will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing touchpoints.
Gallegos will work alongside Chick-Fil-A's other shops, including McCann and Starcom, with the first Spanish-language ads to start running later this year.
Last year, the privately held chain launched its first campaign outside of the 20-year-old "Eat Mor Chikin" with the tagline "Chicken for breakfast -- it's not as crazy as you think."
The creative, developed with Erich & Kallman, featured iconic personalities, such as Beethoven, Michelangelo and Amelia Earhart, who were considered crazy to pursue unconventional goals in order to promote its new Egg White Grill breakfast sandwich.
Chick-Fil-A spent $66.71 million on advertising during 2016, down from $76.2 million in 2015, according to Kantar Media.