NEW YORK Tasked with finding an innovative way to launch McDonald's Angus Third Pounder in the New York tri-state area for Latinos, advertising agency d exposito & partners opted for more flavor rather than a mouthful of words.
"Tangustoso," the tagline for the bilingual campaign meaning "So tasty," has been blanketing high-density Hispanic neighborhoods since launching three weeks ago with one-sheet "wild postings" and billboards. That's in addition to the executions for Hispanic radio and the video-laden Web site, tangustoso.com. The ubiquitous address found in the out-of-home work helped drive traffic—and overall interest—in the two-phase rollout.
"It's all about building the buzz around the burger," said Veronica Payan-Gonzalez, d exposito account director for McDonald's New York tri-state area, before television spots are added in the fourth quarter. "It's adding personality to the product."
The slow-phase rollout is even more apparent considering the sandwich will be launched nationwide in 2009, though the Angus Third Pounder (the deluxe, the mushroom and Swiss and the bacon and cheese) is available now in participating McDonald's eateries.
The tristate area is one of several test markets before the official launch, which doesn't surprise Jorge Ulla, partner and chief ideation officer for d exposito, since there are more than 650 McDonald's locations throughout New York, New Jersey and Connecticut.
"What's great here is that the client has allowed us to create nontraditional advertising to reach 18- to 34-year-old Latinos," Ulla said, "to have fun and discuss the product on their own. There's a little bit of mystery and a little bit of fun."