U.S. Latinos are an economic driving force, with approximately 5 million Hispanic-owned businesses across the country generating over $800 billion in annual revenue. However, this segment often faces unique obstacles, including limited access to capital, language barriers, and digital marketing challenges, among others.
PepsiCo partnered with award-winning celebrity chef and philanthropist Aarón Sánchez, to launch its first-ever streaming series, “Talking Sabor,” exclusively on Hulu. The food-focused program celebrates the best of Hispanic culture, community, and cuisine by showcasing a variety of Hispanic-owned small businesses across the U.S., all of which are part of the PepsiCo Juntos Crecemos platform.
BODEN hosted a VIP advanced screening of “Talking Sabor,” giving select media and social influencers a sneak peek, followed by a strategic earned media strategy that included a national broadcast exclusive on Good Morning America.
The launch campaign was sustained through activations at all the restaurants featured on the show and amplified on social media through content creator partnerships. Amplification included curated “Talking Sabor” menus featuring the same dishes Chef Aarón tasted on the show, promotional signage, and Hulu gift card giveaways.
