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.