Warner Bros. Discovery U.S. Hispanic has teamed with GroupM and COCINA Media for El Toque de Aarón, starring celebrity chef Aarón Sánchez.
In the new culinary series, which will debut on Discovery Familia on April 17, Sánchez showcases Latino restaurants in Los Angeles that have great potential but need a little help optimizing their business.
Sánchez will help each restaurant bring out its unique soul with a revamped menu and refreshed space. He will put his personal touch on each menu item while mentoring each restaurant’s chef along the way.
El Toque de Aarón will air on Discovery Familia and 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 of integrated ad sales and marketing at Warner Bros. Discovery 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,” said Gonzalo Del Fa, president of GroupM Multicultural. “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. We are thrilled to be part of the journey to elevate the passions and stories that will truly resonate with consumers.”
Sarah North, chief creative officer of COCINA Media, added, “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.”