El Chapulin Colorado & Value Campaign


The Challenge

Drive brand reputation and sales with Hispanics for the launch of McDonald’s new $1 $2 $3 Dollar Menu.

The Idea

We developed a communications program based on the cultural insight that Latino consumers are clever value seekers. We partnered with El Chapulín Colorado, one of the most iconic (and clever) characters of Latin American television, to launch a multi-pronged communications plan. Tactics included a tease campaign, media tour, tentpole in-store activation and limited edition giveaways featuring el Chapulín Colorado elements and $1 $2 $3 Dollar Menu items.