NEW YORK – MAY 3, 2018 – As part of Univision Communications Inc.’s (UCI) significant investment in its digital growth strategy, the company today unveiled a new digital-first brand initiative based on the highly successful launch of the culinary vertical Delicioso.
Rolled out exclusively to UCI’s 87 million Facebook fans in December 2017, Delicioso is already sizzling with over 350,000 Likes, a reach of 14.9 million and the most popular posts regularly generating over 3 million views. By tapping into their socially engaged foodies, UCI gained key insights into what Hispanics crave from the category and will use the data to distinguish Delicioso from the vast menu of digital options in the space regardless of language.
The Delicioso brand comes to life across the UCI ecosystem from digital series to radio integrations and linear integrations include weekly segments on Univision’s popular morning program “Despierta America,” Galavisión and UniMás interstitials, Daily Misión Delicioso World Cup Segments, and 30-min Delicioso Saturday Special on the Univision Network. In addition to a slate of social-first content paired with integrations across linear, there will be two major Delicioso food festivals this year. Delicioso is designed to be the ultimate destination for Hispanics to connect and share their culture through their love and passion for food, providing a rich meaningful environment for advertisers to tap into UCI’s engaged audience across several platforms.
In related news, UCI also announced today a partnership with retailer Walmart to elevate the Delicioso experience for consumers across multi-platforms, including digital, social, local activations and linear integrations on “Despierta America.” The new alliance will be anchored by a unique cooking-centered live format with two generations of chefs in a cooking challenge across different cities. “Sabores Frescos de Verano” will be filmed in front of a live studio audience and streamed on Facebook and will feature Univision Chef, Yisus, a Univision talent and UCN influencers as guests in “Despierta America’s” kitchen.
“Delicioso demonstrates how we can develop a digital brand and evolve it as its own business, allowing us to connect even more deeply with our audience,” said Lisa Valentino, UCI’s executive vice president, revenue innovation. “By harnessing the power of UCI’s multi-platform ecosystem – talent, TV integrations, food festivals, podcasts, Univision Creator Network influencers, and more – we can offer advertisers a wide array of new opportunities to attract and be in-culture with the Hispanic consumer.”
“After traveling across the country, we found that many Hispanics consider themselves foodies and food connects them to their cultural roots – these are their stories,” said Sameer Deen, executive vice president of UCI Digital. “We decided to launch Delicioso, a storytelling platform around food that takes advantage of our best-in-class capabilities – talent, video production, content distribution and TV integration. Anyone can do food, but only Univision could do Delicioso.”