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Domino’s hopes a new TV spot spotlighting one of its franchisees will lure more Hispanics to its pizzas.

The chain this week launched what it calls an unprecedented Spanish-language TV campaign that positions Domino’s as a “leader in opportunity” by highlighting one of its franchisees, Mauricio Arroyave, and his story.

Mr. Arroyave, born in Medellin, Colombia and raised in Libertyville, Ill., now owns 10 stores in the Chicago area. The spot mentions that he, like 90% of franchisees, began at Domino’s by handing out flyers, taking calls and making pizzas. The campaign will be primarily TV-focused, but will include some digital marketing and social media.

Continue reading at AdAge.com