You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Wendy's Introduces Rojos Family in New Hispanic Campaign Chain Increases Ad Spend by Double Digits But Lags Far Behind Category Leader McDonald's By Maureen Morrison, Published on May 13, 2013 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.