Hispanic Celebs Promote Burger King

DALLAS Bromley Communications is launching a Burger King Hispanic advertising and promotional campaign featuring Latino pop stars Pilar Montenegro and Obie Bermudez, the shop said.

The campaign, whose theme “A tu manera” is a Spanish translation of Burger King’s “Have it your way” tagline, includes a sweepstakes with a $10,000 grand prize.

A TV spot featuring Montenegro and Bermudez will begin airing Jan. 31 on Spanish-language networks, a Bromley representative said. Burger King is extending its involvement with the Latino music scene after sponsoring the 2004 Latin Grammy Awards.

Montenegro and Bermudez are the first Hispanic celebrities to endorse a consumer marketing campaign for Burger King Corp., the Miami-based company said. TV and radio spots will feature the duo asking for the original Whopper sandwich to be made “their way” and show how the Latin performers would most like to spend a day. The two will make personal appearances in selected Burger King restaurants nationwide as part of the promotional campaign.

Campaign spending was not disclosed.

San Antonio-based Bromley, part of the Publicis Groupe, is one of the nation’s largest Hispanic ad agencies.