Target to launch campaign appealing to Hispanic consumers

Dive Brief:

Target will soon launch a marketing campaign March 8 that focuses on Hispanic customs and Spanish terms unique to Hispanic consumers.
The “Sin Traducción” (“No translation”) campaign created by LatinWorks, features two TV spots, plus digital and in-store components.
Ads are tagged with an English-language voiceover, “There will always be a part of you that simply doesn’t translate.”

Dive Insight:

Target is targeting U.S. Hispanic consumers with a new ad campaign that celebrates moments and traditions unique to the Hispanic culture, while using terms that don’t translate well into English.

For instance, in “Arrullo” (“lullaby”), a Hispanic mother puts her baby down for a nap by playing a record of traditional Latin music.

Most Hispanics in the U.S. consume media in both languages, but showing images and situations that are relevant to Hispanics is key to reaching the demographic. Hispanics are one of the fastest growing demographic groups in retail spending, and Target isn't alone in upping its investment in Hispanic media.

The company hopes to create a conversation and "connect on a deeper level" with the new campaign, Rick Gomez, senior VP, brand and category marketing, told Ad Age.