U.S. HISPANIC
WBD, GroupM and COCINA Media premieres the series El Toque de Aarón on Discovery Familia and Hogar de HGTV on Monday, April 17
Miryana Márquez| 24 de marzo de 2023
El Toque de Aarón de Discovery Familia y Hogar de HGTV
Warner Bros. Discovery U.S. Hispanic announced its latest content partnership with GroupM and COCINA Media, a multicultural owned-and-operated content and digital media company, to bring high-quality, culturally-relevant programming created for Hispanic audiences in the US.
Together, they have teamed up once again with celebrity chef and Executive Producer Aarón Sánchez on El Toque de Aarón, an all-new original series following Sánchez and his team as they help Latino restaurants in the Los Angeles area reach new heights. The series will premiere on Monday, April 17 at 10pm on Discovery Familia, and will also air on sister network Hogar de HGTV.
“Warner Bros. Discovery’s U.S. Hispanic networks continue to be regarded as leaders in the multicultural marketing space,” said David Tardio, VP, Integrated Ad Sales and Marketing, Warner Bros. Discovery’s U.S. Hispanic. “When brands look to better target the Latino audience segment, they come to us because of our decades of experience and our trusted insights: we know our audience, their interests, and their passions. In turn, we look for the same authenticity in our partners, and are thrilled for another opportunity to link up with COCINA Media and GroupM on this exciting new series.”
“At GroupM, we are proud of our ability to integrate the brands we serve into culture-defining properties like El Sabor de Aarón while accessing premium talent and partners. To create a more vibrant media marketplace, it is critical that we focus our attention on enhancing media owners and properties that drive positive cultural influence,” Gonzalo Del Fa, President GroupM Multicultural mentioned.
“We are proud to have the recurring trust and support of some of the world’s most influential partners like GroupM and Warner Bros. Discovery, allowing us to create – and then continue to create – premium content for U.S. Hispanic audiences. This series is particularly close to our hearts, executive produced and starring our company’s co-founder Aarón Sánchez and dedicated to the goal of uplifting Latino businesses,” said Sarah North, Chief Creative Officer, COCINA Media.
In this six-part series, El Toque de Aarón showcases Latino restaurants in L.A. with great potential, ready to seize the opportunity to optimize their business. In each 30-minute episode, Aarón will put his personal touch on each menu item, while mentoring each restaurant’s chef and sharing tips and tricks of the trade along the way.
The new series is Warner Bros. Discovery U.S. Hispanic’s third content partnership in the past 12 months with COCINA Media and its second with Aarón Sánchez, who co-founded COCINA as a vehicle to authentically connect with US Hispanic fans on digital platforms.
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