The New Home of El TriColor
To reinforce its position within the Hispanic community, Burger King embarked on a culturally resonant campaign targeting Hispanic soccer fans in the U.S., leveraging their passion for "El Tricolor," the Mexican National Team (MNT). With a notable Hispanic demographic being avid fast-food consumers, Burger King saw an opportunity to deeply connect with this audience through their shared love for the sport.
We learned that the MNT plays more games in the USA than they do in Mexico, giving us room to claim that the U.S., is MNT's home away from home. As the 'Home of the Whopper", BK wanted to officially welcome the MNT and its loyal legion of fans to their home base.
We launched with a dynamic 30-second anthem spot titled "Welcome," showcasing renowned Mexican soccer stars Henry Martin, Diego Lainez, and Jorge Sanchez. A complementary 15-second spot highlighted the players enjoying their favorite Burger King items, strengthening the brand's cultural alignment. To maximize engagement, the "Welcome Home" commercial aired on high-visibility Spanish language linear TV, while the :15 "Commentators" spot was strategically integrated into Liga MX broadcasts and YouTube, reaching bilingual soccer aficionados.
Social media further amplified the partnership, driving audience engagement and brand loyalty.
