Pizza Patrón Says: ¡Si, Se Puede! To La Ch!#gona

posted on March 27th 2014 /

Controversial new LTO pizza release date set for March 31

DALLAS  — March 27, 2014 – Pizza Patrón has come under heavy fire for the name of its latest LTO pizza, La Ch!#gona.  Despite public outcry from critics, resistance from some franchise partners and media censorship of its radio ads, the company is proceeding with the March 31st launch as scheduled.

Pundits like attorney Raúl Reyes, Fox News contributor and columnist claim “Hispanic marketing hits a new low” with Pizza Patrón’s newest LTO, but the company remains steadfast in its conviction in support of the campaign.  Company officials say that critics claiming the name La Ch!#gona is equivalent to F-word in English are just plain wrong.

“La Chingona is a strong word, but in the context we are using it in, it can’t be offensive,” said Andrew Gamm, brand director for Pizza Patrón.  “Our decision-making surrounding this campaign has always been about one thing, connecting with our core customer – Mexicans, born in that country but living in the U.S., who prefer to speak Spanish and represent an important part of the American workforce .  If we alienate non-customers with our concepts, we are perfectly OK with that.”

In honor of the new product launch, the brand is promoting a one-day inaugural event.  On Saturday, April 5th from 11am to midnight, every customer that visits a participating location and passes the “Legendary and Ancient Aztec Ritual of La Ch!#gona,” will receive a large La Ch!#gona pizza at 50% off regular price.  Customers must visit store in person to discover the details of the ritual.

“Everything we’re doing can be summed up in two words – ‘Somos Mexicanos’,” says Edgar Padilla, corporate marketing manager for Pizza Patrón.

Do you have what it takes to handle Pizza Patrón’s fiery new La Ch!#gona pizza? — are you ch!#gón enough?  The company’s new LTO is a large, hand-tossed style pizza made with fresh-dough and 100% mozzarella cheese.  It features 5.5 oz. (approximately 90 slices) of proprietary jalapeño stuffed pepperonis and is topped off with a load of fresh, diced jalapeños.  Available for a limited time only, the pizza has a recommended price of $7.99.  Prices and availability may vary by market.

 

About Pizza Patrón

Since 1986, Pizza Patrón has been committed to making its promise of “Más Pizza. Menos Dinero.®” a reality for every customer.  From the beginning, the brand has been recognized for its ‘fresh-dough’ pizza, its low prices and its trademark “friendly, bicultural service.”  In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants.  In 2012, the company’s PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S.  Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

 

Website – www.pizzapatron.com

Facebook – http://www.facebook.com/pizzapatron

Twitter – http://www.twitter.com/pizzapatron

NPR Cancels Segment Over Name of Pizza Patrón’s New LTO

posted on March 17th 2014 /

DALLAS  — March 17, 2014 – NPR, National Public Radio, the non-profit media organization that serves as a national syndicator to a network of 900 public radio stations in the United States, recently cancelled its planned segment about Pizza Patrón’s upcoming LTO pizza La Ch!#gona.  The broadcast was tentatively scheduled to air on Saturday, but was pulled for fear of violating FCC regulations according to NPR’s “Code Switch” blog article entitled Pizza Chain That Markets To Mexicans Says New Promotion Isn’t Profane.

This isn’t the first time the media has struggled with how to talk about the company’s campaign.  Telemundo 39 KXTX, the local affiliate in Dallas/Fort Worth, ran a story called Controversia por el nombre de una pizza on its March 12 evening news, opting to bleep the name in the audio, but boldly showed the point-of-purchase print materials on screen.

“Our new La Ch!#gona pizza seems to be causing a lot of challenges for news media outlets,” said Andrew Gamm, brand director for Pizza Patrón.  “There is a great deal of misunderstanding surrounding the word “Chingón” and how it is commonly used in today’s culture, particularly among younger Mexicans.  Although the term sounds similar to a common Mexican profanity, it is not intended to offend. On the contrary, it is a compliment of the highest order.”

As the controversy surrounding the name spreads across media and Internet channels, company officials say that they are weighing their options regarding the new product campaign that is scheduled to launch in two weeks, on Monday, March 31st.

“As is always the case with our decision-making, this product’s name was not designed to create controversy, it was designed to speak to the hearts of our core Mexican customers using the conversational vernacular commonly heard every day among friends and family.  The name La Ch!#gona is a perfect fit for such a spicy and delicious pizza that challenges our customers’ tolerance for heat,” said Gamm.

The product, La Ch!#gona, is a large pizza with approximately 90 slices of proprietary jalapeño stuffed pepperonis topped with fresh, diced jalapeños.  Available for a limited time only, the pizza has a recommended price of $7.99.  Prices and availability may vary by market.

About Pizza Patrón

Since 1986, Pizza Patrón has been committed to making its promise of “Más Pizza. Menos Dinero.®” a reality for every customer.  From the beginning, the brand has been recognized for its ‘fresh-dough’ pizza, its low prices and its trademark “friendly, bicultural service.”  In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants.  In 2012, the company’s PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S.  Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website – www.pizzapatron.com

Facebook – http://www.facebook.com/pizzapatron

Twitter – http://www.twitter.com/pizzapatron

Pizza Patrón Stands Behind Banned Ads

posted on March 17th 2014 /

New radio spots banned on some networks, ‘bleeped’ on others

DALLAS  — March 17, 2014 – Despite notification that its new advertising campaign would be banned from a number of major radio networks, and pushback from some franchisees over the name of Pizza Patrón’s new LTO pizza La Ch!#gona, the company has decided to move forward with the concept “as created.”

Pizza Patrón officials offered the following reasoning for their decision:  “We have been here before.  The unique cultural insight inherent in many of our campaigns continues to provoke a deluge of varying opinions.  Our goal is simple – to connect with and serve our customers better.

The Spanish language ads focus on the term ‘chingón,’ asking customers if they have what it takes to try the company’s spicy new LTO pizza named La Ch!#gona.  The product is a large pizza with approximately 90 slices of proprietary jalapeño stuffed pepperonis and topped-off with fresh, diced jalapeños.

“No one will run our ads as recorded, even the networks willing to air the spots are ‘bleeping’ us,” said Andrew Gamm, brand director for Pizza Patrón.  “When the Real Academia Española, the world’s foremost authority on the Spanish language, defines ‘chingón’ as a very positive characteristic, it makes us feel confident in our position and in our decision to move forward without apology.”

According to Real Academia Española, the official royal institution responsible for overseeing the Spanish language, the definition of the word ‘chingón’ is defined as follows:  chingón, na.  1. adj. street slang. Méx.  “Said of a person who is competent in an activity or knowledgeable in a specific area.”

Aldo Quevedo, Hispanic marketing expert and principal/creative director for Richards/Lerma says, “In Mexico, people make fun of everything: pop culture, international events and even catastrophes.  We are used to it and nobody really gets offended.  We have thicker skin and there’s a reason for that.  That’s why it’s more shocking to me that the name is being censored here in the US.  I understand that the name of the product could be controversial. But really, after you try it you will understand that it’s the best descriptor.  To me, it’s the only name that fits: La Ch!#gona.”

Available for a limited time only, the La Ch!#gona pizza has a recommended price of $7.99.  Prices and availability may vary by market.

About Pizza Patrón

Since 1986, Pizza Patrón has been committed to making its promise of “Más Pizza. Menos Dinero.®” a reality for every customer.  From the beginning, the brand has been recognized for its ‘fresh-dough’ pizza, its low prices and its trademark “friendly, bicultural service.”  In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants.  In 2012, the company’s PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S.  Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website – www.pizzapatron.com

Facebook – http://www.facebook.com/pizzapatron

Twitter – http://www.twitter.com/pizzapatron

Pizza Patrón Censored for Speaking ‘Mexican’

posted on March 10th 2014 /

New ads too ‘chingón’ for many Spanish radio networks

DALLAS  — March 10th, 2014 – Pizza Patrón, the Dallas-based pizza chain, was informed that the company’s new advertising campaign would not be permitted to air on a number of major radio networks.  The decision came just weeks ahead of the radio spots planned premiere on Monday, March 31st.

The Spanish language ads feature different personalities who expound why they are ‘chingón’ enough to try the company’s spicy new LTO pizza named La Ch!#gona.  Richards/Lerma, the Dallas-based Hispanic branding and creative agency, was hired by Pizza Patrón and charged with the task of creating spots that speak ‘Mexican’ to the brand’s core, Mexican-born customer base.

Aldo Quevedo, principal and creative director for Richards/Lerma defended the strategy behind the ads saying, “Mexican slang and humor are very particular, and we applaud Pizza Patrón for connecting with their core consumers at a very deep level, avoiding stereotypes. The brand speaks the same way they do, I mean, WE do!”

“The decision to ban the spots over the name La Ch!#gona doesn’t make much sense to us,” stated Andrew Gamm, brand director for Pizza Patrón.  “We are being selectively censored to protect the Mexican listeners from so-called potentially ‘offensive’ language.  These same networks regularly feature songs and talk-show dialogue that is much more risqué than anything we are doing.”

According to Real Academia Española, the official royal institution responsible for overseeing the Spanish language, the definition of the word ‘chingón’ is defined as follows:  chingón, na.  1. adj. street slang. Méx.  “Said of a person who is competent in an activity or knowledgeable in a specific area.”

Edgar Padilla, marketing manager for Pizza Patrón and the creative mind behind the La Ch!#gona campaign said “colloquialism,” “picardía” (street-wise humor) and “censorship” are common traits in Mexican culture. “These same characteristics are essential to the foundation of our campaign whose objective is to speak directly to our customer’s heart.  We understand and know who we are targeting and make no excuses – Pizza Patrón is a brand for La Raza (the people).”

The product, La Ch!#gona, is a large pizza with approximately 90 slices of proprietary jalapeño stuffed pepperonis topped with fresh, diced jalapeños.  Available for a limited time only, the pizza has a recommended price of $7.99.  Prices and availability may vary by market.

About Pizza Patrón

Since 1986, Pizza Patrón has been committed to making its promise of “Más Pizza. Menos Dinero.®” a reality for every customer.  From the beginning, the brand has been recognized for its ‘fresh-dough’ pizza, its low prices and its trademark “friendly, bicultural service.”  In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants.  In 2012, the company’s PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S.  Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website – www.pizzapatron.com

Facebook – http://www.facebook.com/pizzapatron

Twitter – http://www.twitter.com/pizzapatron

Pizza Patrón Selects Richards/Lerma as Creative Agency of Record

posted on March 3rd 2014 /

Brand sought a disruptive agency partner to support new products and offers

DALLAS  — March 3rd, 2014 – Dallas-based ad agency Richards/Lerma has been selected as creative agency of record by Pizza Patrón.  The relationship will have the agency assisting in traditional, digital, social media and public relations programs for the Mexican centric pizza chain as well as some creative input on naming and product development work.

Pizza Patrón, founded in Dallas in 1986, is known for its value priced quality pizza offerings. However the brand’s non-traditional approach to marketing their products have led them to make national news. In 2007, the disruptive brand launched its PIZZA POR PESOS® program and began accepting pesos as a form of payment at their takeout restaurants drawing accolades and criticism. Most recently, Pizza Patrón garnered national news coverage during their free pizza promotion PIZZA POR FAVOR™ that offered free pizza to those visiting the restaurants and ordering in Spanish.

“Pizza Patrón will always be faithful to who we are and we will never apologize for our brand focus. We stand for something that goes beyond the products we offer, that’s why we are willing to take risks to stand behind the values of our core customers,” said Andrew Gamm, brand director for Pizza Patrón.

Edgar Padilla, corporate marketing manager for Pizza Patrón, said the brand is not only known for its outside-the-box marketing ideas, but also for its amazing Mexican-centric pizza offerings.

“Breaking through these days is hard, especially for smaller brands competing against category giants. This is why we decided to move forward with Richards/Lerma. They understand what it takes to break through and disrupt. They work with some of the largest brands in the country but also with category mavericks such as MetroPCS, so they grasp accountable creativity,” said Padilla.

Aldo Quevedo, Creative Group Head and Principal at Richards/Lerma said “We couldn’t be happier with Pizza Patrón’s decision. The greatest news an agency can hear isn’t necessarily that you’ve been selected, but rather it’s that you’ve been selected by a brand that wants to do great work and sees the value in that for the bottom line. Everyone will soon be hearing about Pizza Patrón’s latest offering.”

“People in the know understand that Aldo Quevedo and his creative vision can really help a brand make some noise. From a marketing and advertising perspective, these guys share our values,” added Gamm.

About Pizza Patrón

Since 1986, Pizza Patrón has been committed to making its promise of “Más Pizza. Menos Dinero.®” a reality for every customer.  From the beginning, the brand has been recognized for its ‘fresh-dough’ pizza, its low prices and its trademark “friendly, bicultural service.”  In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants.  In 2012, the company’s PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S.  Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website – www.pizzapatron.com

Facebook – http://www.facebook.com/pizzapatron

Twitter – http://www.twitter.com/pizzapatron

About Richards/Lerma

Richards/Lerma is a full-service branding and creative agency dedicated to crafting insightful and relevant communications for the Hispanic market. Based in Dallas, Richards/Lerma was founded by Pete Lerma and Stan Richards, creative director of the nation’s largest independent branding agency, The Richards Group. Current clients include Advance Auto Parts, MetroPCS, Fram, Prestone, Autolite, The Home Depot and Ram Trucks. Richards/Lerma can be found online at richardslerma.com and on Twitter at @richardslerma.