HELAO!

Creating advertising that resonates in an authentic way with the Hispanic consumer requires a special kind of cultural sensitivity. For McDonald’s, we rely on something called “Fan Truths,” a way of connecting through language that is spoken by our customers, not by marketers.

Our Helao campaign is a prime example. We fused this idea of “real talk” with promoting McCafé (the McDonald’s line of coffee drinks) as a “treat occasion.” Helao is a colloquial way to say helado (Spanish for “cold”) and — to that single phrase — we added a catchy reggaeton beat and flair to our messaging.