Wingstop will debut the chicken wing chain’s first-ever TV commercial tailored specifically for the Hispanic market beginning in October. Wingstop signed advertising agency El Creative to produce the initial 30-second spot and others to come.
In “Family Reunion,” an adolescent boy peeps through a fence after hearing music to see his Hispanic neighbors enjoying a family gathering catered by Wingstop. The blonde-haired boy rings their doorbell and when asked who he is, quizzically responds “Pedro?”
“Our first ad with El Creative is really dynamic, and we like the fact it emphasizes that Wingstop takeout can make any family or friendly gathering a festive occasion,” said Jim Flynn, CEO of Wingstop Restaurants, Inc. “As a family restaurant chain, we’re pleased this ad underscores that experience because it’s central to our Hispanic audience.”
The chain’s first commercial to be produced outside of the restaurant setting, “Family Reunion” was shot in both Spanish and English. “Family Reunion” drives home the strong family bond and ‘passion for life’ elements associated with the Latin culture and reaffirms Wingstop’s position as a viable takeout option. The commercial may air in 12 different versions – in either language to endorse boneless wing strips, family packs, drink specials, catering, grand openings or in general promotion.
“It was very important for us to capture the family and social aspects of the Hispanic culture with this first spot,” said Michael Gonzalez, founder of El Creative. “We are also excited to take Wingstop out of their normal context. Takeout is a huge part of their business and it fits perfectly with what we tried to accomplish.”
Shot in Southlake, Texas, “Family Reunion” was a collaborative effort between El Creative, Element X Creative and 1820 Productions. Korey Miller of 1820 Productions directed.
Wingstop’s signature bone-in chicken wings and boneless wing strips are cooked-to-order and available in nine proprietary flavors. There are no heat lamps, microwaves or holding bins in the store and as always, the bone-in wings are prepared fresh, never frozen. Side dishes are made from scratch and prepared daily in each location. Party platters are available for catered events such as office parties, family gatherings and sporting events.
Wingstop offers restaurants with a nostalgic, aviation-themed atmosphere where the sole focus is on chicken wings. The chain now serves boneless wing strips that are made from 100 percent all-white meat chicken breast coated with a proprietary batter and breading. Wingstop features nine wing flavors, including Original Hot, Cajun, Atomic, Mild, Teriyaki, Lemon Pepper, Hawaiian, Garlic Parmesan, and Hickory Smoked BBQ. The wings are always made-to-order and served steaming hot. Customers can also choose from homemade side dishes: fresh-cut seasoned fries, bourbon baked beans, pearl potato salad, creamy cole slaw, vegetable sticks, rolls and assorted dipping sauces.
Wingstop has more than 550 restaurants either open or under development in 25 states and consistently tops industry growth rankings. Wingstop was chosen Festival Favorite Restaurant at the 2005 National Buffalo Wing Festival and their Cajun sauce took first place honors for the Best Creative Spicy Sauce in the festival’s blind taste test. In July 2005, Wingstop ranked number 13 in Restaurant Business’ Top 50 Growth Chains (ranked by percentage increase in units) and was ranked the number one chicken wing chain by Entrepreneur magazine in 2005. Troy Aikman, three-time Super Bowl champion and NFL Hall of Fame inductee, signed on as the chain’s national spokesman in 2003.
About El Creative
El Creative is a Dallas-based graphic design and marketing communications studio with multi-media advertising, branding, media placement, promotions and packaging capabilities. With a strong focus on customer service, El Creative takes its clients’ marketing needs from initial concept to production. Founded by Michael Gonzalez in 2006, El Creative offers 15 years of collective industry experience. The company has a current and former client list that includes Wingstop, the City of Dallas, Univision, Itron Productions, Nissan, Toyota, and the Gambrinus Company.