Honey Bunches of Oats and Univision Communications team up again to feed Hispanic’s passion for music

Post Food’s Honey Bunches of Oats and Univision Communications Inc. have teamed up for the second straight year to promote a national multimedia campaign focused on promoting El Tour Positivo, a series of concerts in key U.S. markets.The brand’s original content will be aired simultaneously on Univision, UniMas, Galavision and Univision Radio. Each concert will feature big-name Latino artists.The campaign will use the power of music across several Univision platforms, as well as programs like Premio lo Nuestro (Our Prize) During the last broadcast of the award, Aaron Diaz launched a project that offers consumers the chance to win a trip to Miami to meet the actor and be given free tickets to Premios Juventud (Youth Prizes).“An important point about Hispanics is their passion for the kind of music that maintains their ties with their identity and culture. We’re really excited about working with Post Foods to attract Hispanic consumers with what moves them physically and emotionally, their love for music,” said Keith Turner, president of sales and marketing for Univision Communications Inc.For his part, Mike Foley, Post Foods’ brand manager for the U.S. Hispanic and export markets said, “The program brings together once more the appeal of Honey Bunches of Oats and the emotional appeal of music to our Latino consumers.”