News

Pizza Patron hones Hispanic marketing angle with new ads

April 20, 2005

DALLAS — Pizza Patrón, a Latino-centered pizza brand with units mainly in the Southwest U.S., is set to launch a series of new radio spots in May to further its theme of "Llégale" (Spanish slang for "go get it").

According to a news release, the spots will air initially in the Texas markets of Houston, Dallas-Fort Worth, El Paso and Austin. The three unique ads are done in Spanish, employ Latin music and center on Hispanic cultural elements, such as soccer games. The core of each message is Pizza Patrón's every-day low price points of $4.99 for a large cheese pizza, to $6.99 for a specialty pie.

"All of our ads strive to touch the emotions and engage the cultural values of our core Latino customers," said Andy Gamm, Pizza Patrón's director of brand development.

Pizza Patrón is the first carryout-only pizza store chain designed specifically for the growing Hispanic market. The company operates 46 units.