Cultural awareness key to successful Hispanic-targeted advertising

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A new television ad by El Pollo Loco, a 360-unit quick-casual chain based in Irvine, Calif., features Lupe, a caring home nurse who is feeding juicy, flame-grilled chicken to a wheelchair-bound older woman. Suddenly overcome with desire, Lupe devours the chicken herself as the older woman painfully looks on. As the commercial ends, the grandmother finds enough strength to reach out and try to grab a taste of the chicken herself.

Sound strange? It might. But then again,

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