Pizza Patrón’s recent La Chingona LTO and ad campaign was named Best PR Campaign at the 2014 U.S. Hispanic Idea Awards held recently in Florida.
Pizza Patrón's La Chingona pizza is a spicy pizza topped with jalapeño-infused pepperoni and fresh-diced jalapeños. Its launch set all-time sales records in many stores, making it the most successful LTO product launch in the company's history, the company said in a news release.
Its accompanying ad campaign, however, faced censorship on many Hispanic radio stations, as well as NPR, because of the controversial context of the phrase “La Chingona.” In response, Pizza Patrón took to social media with a barrage of humorous "Censurado" photos, communicating to its fans that the company was being censored for speaking "Mexican Spanish."
"The impromptu 'censurado' campaign sparked a nationwide debate over whether the word was actually a compliment or a curse word," Brand Director Andrew Gamm said in the release. "It also made our media impressions and sales of the product red hot."
"La Chingona" is a term that is broadly used in Spanish speaking countries but has different meanings depending on where it is used. The meaning in Mexico is different from the meaning in Puerto Rico or Brazil, for example. Pizza Patrón and its advertising agency Richards/Lerma received the award jointly for their collaborative work on the campaign.
Topics: Marketing / Branding / Promotion