Brand Strategist

Chick-fil-A had quickly become one of the most beloved brands among the general market. However, that was not the case with Hispanics. Prior to 2017, Chick-fil-A had never made a designated effort to reach this audience and specifically invite them to their restaurants. As such, Hispanics barely knew it offered chicken sandwiches.

Role: Senior Account Planner co-leading Hispanic Market creative strategy

Buen Provecho (2017 - Present)

The secret to connecting with Hispanics? Shared values. It’s not every day that a brand just so happens to share the same values as your target, but that was very much the case. Community, optimism, and, of course, the love for food; all values that are staples among the Hispanic community. And to communicate these shared values was an iconic Spanish phrase - Buen Provecho. Commonly said at that start of a meal, it is the Spanish translation of bon appétit. However, for Hispanics, the phrase means so much more than just enjoy your meal. It embodies the thinking that food has the power to nourish both the body and spirit. It was our authentic way of portraying the shared values between Chick-fil-A and Hispanics.

TRANSLATION: “I speak Spanish”

Chick-fil-A employee pins to show consumers they are there to assist Spanish-speaking guests

TRANSLATION: “The most important meal of the day. (And the best tasting.)”