Pizza Patrón has launched its first outdoor advertising campaign in conjunction with the chain’s expansion into Los Angeles. Designed to specifically target the Latino consumer, the campaign features billboards and one-sheets located deep within Hispanic communities in Los Angeles. The campaign, dubbed “Latino Auténtico” (Authentic Latino), features community and culture-focused lifestyle images that include weddings, children, young couples and family gatherings.
“Our entire brand focus is dedicated to serving and connecting with the Hispanic community,” said Andrew Gamm, director of brand development for Pizza Patrón. “Whenever we have the opportunity to do something with high public visibility, we strive to celebrate the unique traits of the Latino culture and their strong sense of community and family. With the help of our advertising agency, Spanish Marketing, Inc., this outdoor campaign is another step in that direction.”
A second outdoor campaign dubbed “Nuestra Gran Vida. Nuestra Gran Pizza.” (Our Great Life. Our Great Pizza) will be released in the Oak Cliff community in Dallas near the highest volume Pizza Patrón before the end of the year.
Pizza Patrón’s first Los Angeles location opened in September in Huntington Park, a second location currently under construction and a development agreement has been signed to open 20 restaurants by January 1, 2008.
Pizza Patrón was founded by Antonio Swad in 1986. Since franchising began in March 2003, the brand has gone from four locations to 141, either open or under development. Pizza Patrón features fun and festive carryout-only pizza stores that are community based in Spanish speaking or predominately Hispanic neighborhoods and recently added its first dine-in location in May 2005. All pizza dough is made fresh throughout the evening; no preservatives are added or needed. As well, the sauce is prepared fresh in the stores from crushed Roma tomatoes and only 100 percent mozzarella is used. Whole and half pizzas are offered at prices as low as $4.99 for a large pizza with cheese and one topping and $3.49 for the same half pizza.