Familia Comes First at Olive Garden

ATLANTA Zubi Advertising is set to launch a new Hispanic advertising campaign for the Olive Garden that focuses on the importance of family, according to the shop.

The Coral Gables, Fla., agency has developed a 30-second television spot that highlights the restaurant as an ideal place for families to gather and dine together. Zubi said research has shown that Hispanics consider family the main priority in their lives, and the shop’s charge was to create an ad that furthered the general market’s “When you’re here, you’re family” campaign.

In “Aqui Estas en Casa” (“Here You’re Home”), generations of a Hispanic family are gathered around a table at an Olive Garden. They celebrate with food and “an ambiance conducive to connecting as a family and having fun.”

Emmie Vazquez, vice president and creative director at Zubi, along with Hector Prado, creative development director at the shop, created the ad. MacGuffin Films in New York handled production, and Chris Bean directed the project.

The spot launches next week and will run throughout the summer on Hispanic networks in Dallas, Houston, Los Angeles, San Diego, Chicago, Denver and Phoenix, the shop said.

Olive Garden, owned by Darden Restaurants of Orlando, Fla., has 534 locations, more than 60,000 employees and $2 billion in annual sales.

Campaign spending was not disclosed.