Concerns around the economy have made 56% of shoppers feel more price sensitive year over year, according to The 2024 State of the American Shopper survey. Balancing wants versus needs has caused even the biggest burger lovers to practice greater discretion in their spending. A recent LendingTree survey found that 78% of respondents now consider fast food to be a luxury.

A leading multicultural agency for a fast-food client needed a way to reinforce value, consistency, and affordability among Asian Americans, a highly diverse audience often overlooked by traditional media approaches, and do so in their preferred languages at moments when cravings naturally occur.

The multicultural agency partnered with the team at AdsWizz to leverage AudioMatic, the audio-centric buying platform providing agencies, trading desks, and ad networks access to premium podcast and streaming inventory from major publishers.

Using AudioMatic’s immersive audio ad capabilities, the agency implemented a multi-segmented, in-language targeting strategy to reach Pan Asian Ethnicity, Chinese, Korean, Filipino, Asian Indian, and Vietnamese listeners with household incomes under $100K and an appetite for fast food.

The agency ran English ads to users of Asian ethnicity, and in-language ads aligned to language preference and content consumption for speakers of Asian languages from mid-March 2025 to mid-July 2025.

AdsWizz’s Second Screen audio-to-display retargeting feature was utilized to re-engage the audience and drive conversion alongside AM/PM dayparting to serve different creative messages based on time-of-day behavior.