Wendy's kicked off its "Wendy's Secret Sandwich" contest this week, which includes a grand prize trip for two to see reggaeton and pop Latino musician Tito El Bambino in concert.

"Celebrating our fans' passion for good flavor and good music, we're inviting them to guess the ingredients of the Wendy's Secret Sandwich and win a trip to one of Puerto Rican sensation Tito El Bambino's concerts," Jesus Valdez, Wendy's director, Brand Management for U.S. Hispanic Markets, said in a press release. "Like all of Wendy's products, this sandwich will have the flavorful, quality ingredients our customers have come to expect of our offerings."

Fans can attempt to guess the Wendy's Secret Sandwich by choosing five ingredients to virtually build the sandwich of their choice at celebraconwendys.com/sandwichsecreto.

They can submit as many different sandwiches as they like between now and Nov. 17. Wendy's will email the winner, who will be selected from among all correct entries by a drawing, on Nov. 19.

The winner of the Wendy's Secret Sandwich promotion will receive two VIP tickets to a Tito El Bambino concert in 2013. The prize pack includes round trip airline tickets for the winner and a companion and accommodations for one night.

During Wendy's Q2 earnings call, CEO Emil Brolick said one of the company's initiatives is to increase a presence with the Hispanic demographic.

"We have a major opportunity to increase our relevance among Hispanic consumers. It's an important sales opportunity," Brolick said.

Read more about marketing and promotions.

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