In a new campaign created by Latinworks, Domino's is reaching out to the Hispanic community with a Spanish-language spot that tells the story of franchisee Mauricio Arroyave. The campaign, which will also have limited social media and digital marketing, is a shift from previous efforts that heavily centered on actors, writes Maureen Morrison. In 2012, Domino's spent $25.8 million on Spanish-language TV, according to Kantar.

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