Young Hispanics are more likely to keep happily living at home than non-Hispanics, but they aren't slackers dwelling in their parents' basements. That cultural insight is driving a humorous Spanish-language promotion for Wendy's Giant Junior Bacon Cheeseburger, casting young Hispanics as the "Giant Juniors."
Three digital videos tell the stories of Santiago, Andres, and Cecilia, introduced by a man who asks "Know why the Giant Junior Bacon Cheeseburger is so great? Because it's a junior, all grown up, like Santiago."
In one video, Santiago is conducting a business meeting with two Japanese clients at his parents' kitchen table. When his father, wearing a colorful bathrobe over his underwear, asks for the Wi-Fi password, Santiago explains to his clients "It's casual Friday around here, guys."
(One of the touches of authenticity is that the dad's Wi-Fi query is in Spanish, and the son's casual Friday comment is in perfect English, reflecting the way U.S. Hispanics live in two worlds, and often move effortlessly between two languages).
Among Hispanic men between the ages of 18 and 34, 38% live with their parents, compared to 33% of non-Hispanic white men. For women in that age group, 35% of Hispanics live at home, while just 27% of non-Hispanic white females do.
"When we shared the idea with the CMO of Wendy's, I offered my own experience," says Juan Mantilla, VP strategic planning at Wendy's U.S. Hispanic agency, WPP-owned Bravo in Miami. He grew up in Colombia and Chicago. "I'm the youngest of three, and I was a Giant Junior living in my parents' house. I was fully functional, with a job."
(Mantilla did finally move out when he was almost 26, he says. By then, even his parents thought it was time for their Juan to leave home).
The Giant Junior promotion is part of a two-year-old Wendy's Hispanic campaign themed "Es Rico Ser Distintos," meaning that it's cool or delicious to be different. Wendy's started using the "Deliciously Different" tagline in English when it hired WPP's VML almost two years ago as its general market agency, after VML had handled digital-only duties for a couple years.
The "Es Rico Ser Distintos" campaign highlights both how Wendy likes to do things differently, and that Latinos do too, said Federico Hauri, Bravo's VP creative director.
A Spanish-language TV spot introduces the promotion, consisting of a Giant Junior, fries, chicken nuggets and a drink for $5, and the three spots featuring Santiago, Cecilia and Andres are running as online videos and on social media.