Mediaedge: CIA, KFC Boost Hispanic Focus

WPP Group’s Media-edge: CIA is making its first Spanish-language national media buys for KFC, as the fast-food chain attempts to increase its presence in the Hispanic market.

Mediaedge: CIA has traditionally bought Spanish TV for KFC’s $125 million account on a local basis in Los Angeles, Miami, Houston, New York and Chicago. But as the U.S.’s 33 million Hispanics expand beyond the top markets, national TV has become more attractive.

In addition, certain markets are not available on a spot basis, such as Texas cities Austin and Amarillo, as well as Hartford, Conn.

“It used to be that if you advertised in 17 markets, you reached 85 percent of the Hispanic population,” said Tim Jones, svp and senior account director, Mediaedge: CIA. “What you find now is that the Hispanic population is growing in every state.”

Ad spending targeting Hispanic consumers surpassed $2 billion in 2001, according to CMR.

Mediaedge: CIA initially expects to spend $5 million on national Spanish broadcast buys for the client, which ranks fourth in the fast-food category among Hispanics. New TV spots are being drafted and will air early in the second quarter of 2002, a source said. Adelante, Los Angeles, is KFC’s Hispanic creative shop, although that business might go into review, sources said. BBDO, New York, is KFC’s lead agency.

Louisville, Ky.-based Tricon Global Restaurants, KFC’s parent, also owns Pizza Hut and Taco Bell. Mediaedge: CIA handles media buying and planning for Pizza Hut and media buying for Taco Bell. The latter’s media planning is run by FCB, San Fran cisco. Sources said that as Pizza Hut and Taco Bell are also seeking to gain a stronger toehold in the Hispanic market, Mediaedge: CIA’s push could conceivably affect their own efforts, depending on KFC’s success.