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Quaker Oats partners with Univision Communications for a ‘novella within a novella’

Quaker Oats teams with Univision for mini-novella

A three-part branded content novella is premiering on Univision, starring Danilo Carrera and Daniela DiGiacomo, who relay the key health benefits of Quaker Oats.

The ‘novella within a novella’ airs today (Dec. 10) as part of the primetime showing of Univision’s new hit novella, Jesús. The campaign will also feature custom cooking segments on Univision’s morning show, Despierta America, where Chef Yisus will demonstrate the recipes showcased the night before. In addition, there will be a social media push by Univision influencers.

Deeply rooted in Hispanic insights that speak to Latinas as the main “caretaker” of the household, the campaign will encourage them to take care of themselves so they can take care of their families. In a teaser video in Spanish, a man headed to work is encouraged by his wife to eat a healthy breakfast of Quaker Oats with fruit to get heart healthy. One doesn’t need to speak Spanish to know what’s happening, and Quaker is going after a huge audience with this collaboration.

Univision’s premiere of Jesús, starring Dudu Azevedo (La Tierra Prometida, Moises y Los Diez Mandamientos), reached 3.5 million total viewers, who tuned in to all or part of the initial one-hour airing in November. The series has averaged 1.9 million total viewers.

“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.”

The Quaker mini-novella will go live on Univision’s Facebook page after it airs. The video will also be amplified on social by UCN influencers, as well as distributed through Danilo Carrera (actor), Daniela DiGiacomo (actress) and Chef Yisus (from “Despierta America” morning show), and Univision social handles.The ‘Despierta America’ cooking segment will go live on Univision’s YouTube channel.

This isn’t the first time the companies have collaborated. In 2013, Quaker Oats and Univision teamed to launch a digital destination for Hispanic moms called "Fuente de Energía" (Energy Source).

See the videos by clicking on the Creative Works box below.

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