( Community Spotlight ) Star Rauw Alejandro is Teaming Up with Buchanan’s Whisky in a New Campaign Based on Hispanic-American Culture
ENSPIRE Contributor: Jack Rich
Buchanan’s “Spirit of the 200%” Campaign celebrates Hispanic-American culture. Its name comes from the idea of being 200% – 100% American, and 100% Hispanic. As part of this campaign, they have introduced the 200% Futuro Fund, which Buchanan’s uses to support Hispanic Americans, notably announcing $1,000,000 in various charitable donations over 5 years in 2022. Over the holiday season of 2024, for example, the campaign donated $150,000 to the “200% foodservice community,” to have a night off and otherwise enjoy their holidays in the “Más Buenos Noches” campaign.
Most recently, Buchanan’s has announced its collaboration with Rauw Alejandro, a Latin Grammy Award-winning and Grammy-nominated superstar from Puerto Rico, in its new “Asados Unidos” campaign. This is designed to be a celebration of Hispanic and Latinx cuisine, centering around the question of asado, a technique of barbecuing meat, the meat itself, and the social event of the barbecue. The question is: “Who has the best asado?”
In sparking this friendly debate, Buchanan’s aims to highlight the differences and traditions of various Hispanic cultures, while still bringing them together in a celebration of friends and family. There are other cultural questions, like what music is the best to accompany grilling, all shown in 15-second segments that will be released throughout the summer.
More than being just an advertising campaign, though, Buchanan’s is bringing this to Alejandro’s Costa Nuesta tour. As Linda Lagos-Morales, Brand Director of Buchanan’s, says, “Rauw Alejandro’s artistic vision and message behind ‘Cosa Nuestra’ are perfectly aligned with what we’ve always aimed to do with Buchanan’s.” Alejandro himself has said that “Being the newest part of the Buchanan’s familia and participating in the Asados Unidos campaign is special because it celebrates something very important to [him] – the way we come together.”
They’ve also brought the campaign to more local events, like the Toñita Festival in New York. This is an annual festival celebrating Hispanic-American culture in New York, and it centers around the Caribbean Social Club, set up by Toñita, a figure in Williamburg’s Latinx community. The club has had members such as Bad Bunny, as well as Rauw Alejandro, of course.
The campaign will take place across the rest of the summer, and you can learn more and see the first 15-second ad by looking through their press release here. If you’d like to learn more about Rauw Alejandro, you can follow his Instagram here. To learn more about Toñita Festival, you can follow Toñita’s Instagram here.
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