El toque de Aarón

Warner Bros. Discovery

GroupM

Solution

Cultural pride organically integrating brand sponsors.

With support from interior designer Cris Mercado and PM Ángel Riveros, each episode delivered restaurant transformations that blended culinary innovation with design and cultural pride organically integrating brand sponsors.

3rd partnership

Part of WBD’s third collaboration with MECENAS in one year.

Organic placement

Featured Viva Towels naturally in kitchen scenes.

Positive sentiment

Boosted brand perception and cultural relevance.

Industry validation

Backed by GroupM as a model of purposeful media integration.

Background

WBD and GroupM sought to support Latin-owned restaurants while authentically connecting with U.S. Hispanic audiences through meaningful branded content.

Approach

We developed a 6-part series where Chef Aarón Sánchez mentor struggling Latino restaurant owners in L.A., helping them reimagine their menus and revamp their spaces.