Coconut Grove, United States
TitleUncle Roberto
Campaign McDonald’s Moments
Advertiser McDonald's
Brand McDonald's
Date of First Broadcast/Publication
Business Sector Fresh Food

The Hispanic Gen Z struggle is real. Born and raised in the U.S., they often find language and cultural barriers keeping them from truly connecting with their extended family from Latin America. But there’s one place that is never lost in translation: McDonald’s. “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA. “McDonald’s is proud to portray the story of U.S. Latinos in a way that is accurate, respectful and truly a reflection of the Latino experience in today’s America,” says Lizette Williams, Head of Cultural Engagement and Experiences for McDonald’s. “We recognize the beauty in the diversity of our consumers, across and within segments.” The Hispanic consumer market work by the ALMA team is the latest addition to a new direction in McDonald’s brand strategy for Fall 2018, highlighting what people across cities, cultures, backgrounds and generations have in common. “The honesty and relatability of this story is an example of what makes multicultural work beautiful,” says Luis Miguel Messianu, CEO Creative Chairman of ALMA. “It’s a tale every Hispanic can see themselves in fondly, and bringing that familiarity to the iconic family restaurant that is McDonald’s is the ultimate tie-in.”

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