Pizza Patron aims first major ad campaign at Latino consumers

Sept. 7, 2004

DALLAS — Pizza Patron has unveiled its first-ever major ad campaign aimed directly at its Latino customers.

According to a news release, the TV, radio and print media campaign expresses a "llegale" (Spanish for "go get it") attitude focused on fun and inspirational messages rather than Pizza Patron's food or its value-priced products.

Three Hispanic TV spots were shot to air on Univision in the Dallas/Ft. Worth market until late in the third quarter. Plans to run the ads on other Hispanic TV and radio network programs in additional markets are also set for this year's last quarter.

"With 'llegale,' we're sending a powerful message about our brand, not only to our Latino customers, but to all of our competitors as well," said Andrew Gamm, Pizza Patron director of brand development. "We have a clear vision and have assembled a strong team of industry professionals — we believe our company truly embodies the spirit of 'llegale.' "

Pizza Patron was founded by Antonio Swad in 1986. Since franchising began in March 2003, the brand has grown from four locations to 23. Roughly 100 more are under development in Texas, Colorado and Arizona.

The Pizza Patron concept centers on festive and fun carryout-only pizza stores based in Spanish-speaking or predominately Hispanic neighborhoods. Whole and half pizzas are offered at prices as low as $4.99 for a large pizza with cheese and one topping, and $3.49 for the same half pizza. A large deluxe pizza with everything is only $6.99.


Topics: Marketing

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