McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) runs Sept.18-Oct.15 and is a program designed to honor the contributions of Latino legends to the cultural fabric of American society and to underline their humanitarian work. This year’s honoree is international super star Gloria Estefan. The multichannel program created
by d expósito & Partners includes in-store materials designed to engage consumers with a trivia component that highlights Estefan’s legendary achievements. Additionally, a QR code leads consumers to an exclusive video-tribute honoring Gloria.
Customers can also visit the website to take part in various activities including voting for their favorite of two original illustrations: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today. McDonald’s “Celebrando Nuestras Leyendas” is funded by New York/New Jersey/Connecticut franchisees. The program recognizes its Hispanic consumers and employees while honoring iconic figures and contributing to their charity of choice.
Since its inaugural year, it has paid tribute to the legacy Celia Cruz and Juan Luis Guerra, two of the most influential figures in music, and one of the best athletes and closers of all time, Mariano Rivera. This has made this program transcend New York Tri-state borders achieving international coverage.
The Gloria Estefan Foundation is dedicated to promoting health, education and cultural development.
Since its inception, the program has had groundbreaking results. It was awarded “#1 Ethnic Program” by McDonald’s National in its inaugural year, it has boosted restaurant visits and website traffic while garnering more than 1 billion impressions.
