Subway, Hispanic American TV network partner for marketing campaign

Feb. 7, 2014

Univision Communications Inc., a media company serving Hispanic America, and Subway Restaurants have announced a new partnership, including six integrations of Subway Restaurants products and restaurants into Televisa's hit telenovela, "Qué Pobres Tan Ricos" (Poor, But Rich).

According to a news release, the partnership also includes custom content pieces featuring Univision actor, Raul Gonzalez, who will deliver Subway's selling points in his signature style. Since premiering on January 6, "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," said Keith Turner, president of Advertising and Marketing, 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 incorporated into storylines. The first integration will show one of the characters surprising another with a $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 Restaurants stores and show characters consuming the brand's products.

"This integration allows us to reach Hispanic audiences in an engaging and authentic way," said 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."

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Topics: Marketing / Branding / Promotion

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