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 theLa 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.