Hungry for Revenue.
How a single shift in budget allocation activated Hispanic consumers across 25 US markets, without growing total spend.
Hispanic guests visited Hooters, but no one in the building was speaking to them.
Hooters of America was running national campaigns optimized for a general-market audience. Hispanic consumers were a meaningful share of foot traffic across 25 priority markets, yet the brand had no dedicated voice, no Spanish-language channel mix, and no culturally rooted creative reaching them.
The internal hypothesis was clear, but the proof wasn't there: would activating Hispanic audiences specifically move sales, or simply add cost on top of existing media?
Hispanic families gather around food differently. The brand needed to feel inviting, not translated.
Our qualitative research surfaced three insights that shaped the entire activation. Hispanic guests visit in larger family groups, decisions about the venue are made collectively (often led by the women in the family), and the audience responds to brands that show up in Spanish-language and bicultural channels with authentic creative, not retrofitted general-market spots dubbed into Spanish.
The work would need to feel native to the audience, not adapted for it.
Their out-of-the-box thinking delivered prompt solutions to our advertising and sales challenges. Tagliani was 100% dedicated to ensuring every Hispanic initiative was successful.
A full-funnel Hispanic campaign across 25 markets, built around how families actually eat.
We developed original Spanish-language and bicultural creative anchored in family rituals, designed market-by-market media plans for Hispanic radio, OOH, and digital across all 25 priority cities, and synchronized the rollout with localized in-store experiences so the brand felt consistent from screen to seat.
The budget came entirely from reallocating a portion of existing general-market spend, not from adding new dollars. This is the operational core of Cultural Activation™: shift, don't add.