For over a decade, 43% of all net-new households in the United States have been of Hispanic origin. In certain states—like California for instance—that number is even higher, with Hispanic consumers accounting for more than half of the target audience in the Los Angeles market. To tap into this quickly growing demographic, we began working with Lopez Negrete Communications in 2013. In 2019, we joined forces with Univision, and not long afterward, we started collaborating with Evelyn Sicairos, an on-air personality for Univision as well as a social media influencer who has a wide presence among the Hispanic audience.

Due to the rapidly rising cost of living in urban areas, many consumers including Hispanics are moving further away from main city hubs. They drive more as a result. Because they drive more, they also make more frequent stops at gas stations to refuel: 71% of Hispanics fill up at least once a week compared to 49% of non-Hispanics. Naturally, that means they spend more on gasoline as well—19% more in fact.

To further increase our reach to this powerful subset of consumers—especially during the summer months when driving levels are at their highest—76 is actively investing in digital media to bring them to our sites. With this investment, we aim to bridge the messaging gap that currently exists as well as become a significant contender for Chevron and ARCO who also heavily advertise to the Hispanic market.

Our messaging promotes our quality fuel including our Renewable Diesel as well as highlights our My 76^® App savings, all of which the Hispanic consumer places a considerable value on when searching for their next fill-up. Over time, we are positive that our efforts will build brand affinity for and loyalty to our stations as we continue fueling their adventures and their lives. Estamos del lado del conductor™. We’re on the driver’s side^®.