Pizza Patrón's limited time offer, an extra-spicy pizza that boasts jalapeño encrusted pepperoni, topped with even more jalapeño, is being called La Chingona.
The radio advertisement created to draw customers, depicts a customer walking into the Mexican-friendly establishment, requesting "pizza chingona."
Sarah Portnoy, teacher of Hispanic culinary culture, stated that she would translate the phrase to mean "bad-ass pizza." She then went on to say that it isn't a word that one would use in front of their mother.
"It's not a word I'd use in front of my mother-in-law. It's a word that my 20-something nieces and nephews use among themselves," said Portnoy.
“Our new pizza seems to be causing a lot of challenges for news media outlets,” Andrew Gamm, brand director for Pizza Patrón, told Yahoo. “There is a great deal of misunderstanding surrounding the word 'Chingón' and how it is commonly used in today's culture, particularly among younger Mexicans. Although the term sounds similar to a common Mexican profanity, it is not intended to offend. On the contrary, it is a compliment of the highest order.”
Pizza Patrón says the company's new advertising campaign would not be permitted to air on a number of major radio station . The decision came just weeks ahead of the radio spots planned premiere in Texas Markets on Monday, March 31.
La Z, a Spanish radio station that broadcasts in San Antonio, is airing the commercial but bleeping the pizza's name, according to mysanantonio.com.
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