Quaker Oats reached out to Hispanics this week with a three-part novella campaign that aired as part of the primetime showing of Univision’s new hit telenovella, Jesús.
The branded novella, which aired on Dec. 10, starred Danilo Carrera and Daniela DiGiacomo, who shared the health benefits of Quaker Oats. The following day, Chef Yisus appeared on Univision’s morning show, Despierta America, to show viewers how to prepare the recipes that were highlighted during Jesús the evening before. Univision influencers pushed out content on social.
The campaign is grounded in Hispanic insights and focuses its messages to the “caretaker” of the household to care for themselves so they can then care for the rest of the family.
“One doesn’t need to speak Spanish to know what’s happening, and Quaker is going after a huge audience with this collaboration,”
“This was an extremely fun campaign to deliver on because it allowed us to use our insights into the Hispanic consumer to bring something new and creative to our client,” said Luis De La Parra, senior vice president, partner solutions, at Univision. We were able to bring to life the importance of health and Latinas as the ‘caretaker’ of the home, along with their relationship with food, to develop a unique campaign that will hit home with our viewers.”
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The November premiere of Jesús reached 3.5 million total viewers. The series has averaged 1.9 million total viewers, The Drum reported.