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Pizza Patron Caters to Latinos
April 21, 2005 - DALLAS Pizza Patron, a chain of pizza parlors serving the Hispanic community, next month will break new radio spots and updated television commercials from Spanish Marketing, the client said.
The TV commercials will continue to carry "Llegale" ("Go for it") as a tagline, the company said. Three new radio spots, "Reggaeton," "Amigas" ("Girlfriends") and "El Juego" ("The Game"), will initially air in Houston, Dallas-Fort Worth, Austin and El Paso, Texas, the client said.
"Reggaeton" features the so-called reggaeton style of music that combines Latino rap, hip-hop and reggae, the agency said. The song is based on a theme of Latino pride as well as the appeal of Pizza Patron pizzas.
"Amigas" features two girls talking on the phone about guys and an upcoming party. They agree to get together and discuss details over a freshly made Pizza Patron pizza.
"El Juego" has a trio of soccer fans, reminding consumers that Pizza Patron pizza and watching soccer make a great combination.
Pizza Patron's target audience is young Hispanics, the client said.
"The commercials will be successful because we're using young people to speak to other young people in a way that is real and fun," said Abel Barron, agency creative director.
The TV spots have been re-edited to include product promotions, the agency said. Since Pizza Patron does not offer discount prices or coupons, the spots will emphasize every day low price points and specialty pizzas, the shop said.
Campaign spending is undisclosed.
Pizza Patron and independent Spanish Marketing are both based in Dallas.
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