Industry News | February 6, 2014
Subway Partners with Univision to Reach Hispanic Market
Univision Communications Inc., the leading media company serving Hispanic America, and Subway Restaurants announced a new partnership, including six integrations of Subway products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).
The partnership also includes custom content pieces featuring Univision talent Raul Gonzalez, who will deliver Subway Restaurants selling points in his charismatic and humorous style. Since premiering on January 6, 2014, “Qué Pobres Tan Ricos” is averaging 3 million viewers and helping Univision rank as the No. 2 broadcast network in its time period among young adults 18–34, ahead of ABC and CBS.
“This partnership is an innovative way to connect to Hispanic audiences through organic integrations with compelling and engaging on-air content,” says Keith Turner, president of advertising and marketing for Univision Communications Inc. “Our goal is to maximize value for our partner, Subway Restaurants, by creating opportunities to deliver their brand messages in a way that is engaging and feels part of everyday novela life.”
Subway products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a Subway $5 Footlong. The second features a mother arriving unexpectedly to a birthday party with a Subway Fresh Fit for Kids meal. Other integrations will include scenes inside Subway stores and show characters consuming a wide array of Subway products.
“This integration allows us to reach Hispanic audiences in an engaging and authentic way,” says Gabriela Mangieri Harper, multicultural marketing manager at Subway. “The cast shows how Subway Restaurants meals can be a part of your everyday routine, from breakfast to dinner, birthday parties and everything in between.”
González is the co-host of Univision’s popular morning show, “Despierta America” (Wake Up America). His prime spotlights will feature him enjoying Subway products while watching TV.
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