Lexus, Mazola®, State Farm® and ‘Fifty Shades Freed’ Team Up with Telemundo for Creative In-Show Integrations
Series Premieres Sunday, January 14 at 8 p.m. /7c on Telemundo
MIAMI - January 11, 2018 - Telemundo and Endemol Shine North America today announced the integrated sponsors of the highly-anticipated first season of "MasterChef Latino," a new, Spanish-language version of the Emmy Award-winning MasterChef franchise. Lexus, Mazola, State Farm and Universal Pictures have signed on among other sponsors of the prestigious, international reality culinary competition, a format that comes to U.S. Hispanic television for the first time in 2018. Hosted by Mexican TV star Aracely Arámbula, this Spanish-language version brings the culture, food and flavors of Latin American countries with a diverse representation of participants who love to cook and can create anything from delicious Texan enchiladas and California fish tacos, to Puerto Rican mofongo, among others. A group of aspiring chefs will put their culinary skills to the test to compete for the grand cash prize of $100,000 dollars and the title of the first-ever "MasterChef Latino" in the U.S.
"We're excited to work with advertisers, across multiple categories, who see the value in reaching Hispanic consumers in Spanish-language television to help drive their business forward," said Laura Molen, Executive Vice President, Lifestyle and Hispanic Advertising Sales, NBCUniversal. "'MasterChef Latino' is a great new offering for marketers to reach Telemundo’s valuable, young audience and effectively engage viewers, as our engagement research proves that Telemundo's viewers can increase brand love by as much as +31% for these brands. Also, cooking is an important cultural pillar to the Hispanic audience, specifically with Telemundo viewers, as they are 81% more likely than the general population to claim the kitchen as the most important room in the house."
Lexus will showcase the prestige and performance of their LX SUV while transporting the contestants to the "MasterChef Latino" kitchen for their challenges. As the contestants ride to the kitchen, they will reminisce about their experience in the competition and highlight elements of the luxury vehicle.
Mazola oil will be integrated into a Mystery Box challenge where the brand will be one of the ingredients to create a healthy dish aligning to Heart Health Month in February. In addition, on Telemundo's Emmy Award-winning morning show, "Un Nuevo Día," Chef James will use heart-healthy Mazola to create an original recipe in a custom cooking segment aligned to MasterChef Latino.
State Farm will have branding throughout the entire season with a focus on providing safety tips dedicated to educating viewers on how to be safe in the kitchen while cooking. Within the first integration, State Farm will be thematically integrated into a team challenge where contestants must prepare a meal for the Fire Department, EMT's and First Responders who came to the aid of Floridians during Hurricane Irma. During the final integration on finale night, the contestants will reflect on their journey and sacrifices with guidance and advice from State Farm. In addition, viewers can tune in to a Facebook Live featuring one of the eliminated contestants as they reflect on their MasterChef Latino journey.
Universal Pictures will tease the highly anticipated final chapter of the "Fifty Shades" franchise, "Fifty Shades Freed," by integrating into an entire episode of "MasterChef Latino," featuring never-before-seen footage from the upcoming film. During a series of challenges throughout the episode, contestants will be tasked with preparing meals themed and inspired by "Fifty Shades Freed," in theaters February 9.
“Launching the first U.S. Hispanic version of the world’s most popular cooking format creates exciting opportunities for consumer brands to tap into a new market,” says Tamaya Petteway, SVP, Brand and Licensing Partnerships, Endemol Shine North America. “The incredible response we have had from top-tier brands speaks to the power of MasterChef as a global brand.”
During the "MasterChef Latino" competition on Telemundo, viewers will get to see 14 participants competing in challenges and overcoming the various culinary tests. Finalists will have to show they are the best and prove to the three judges – distinguished Chefs Benito Molina, Claudia Sandoval and Ennio Carota – why they deserve to win the competition, fulfilling his or her dream of becoming the first "MasterChef Latino" of the United States.
Viewers can find more on "MasterChef Latino" on Instagram, Facebook and Twitter: @MCLatinoTV.
"MasterChef Latino" is an Endemol Shine Boomdog production for Telemundo. Endemol Shine Boomdog is a division of Endemol Shine North America
About NBCUniversal Telemundo Enterprises
NBCUniversal Telemundo Enterprises is a world-class media company leading the industry in the production and distribution of high-quality Spanish-language content to U.S. Hispanics and audiences around the world. This fast-growing multiplatform portfolio is comprised of the Telemundo Network and Station Group, Telemundo Deportes, Telemundo Studios, Telemundo Internacional, Telemundo International Studios, Universo, and a Digital Enterprises & Emerging Business unit. Telemundo Network features original Spanish-language entertainment, news and sports content reaching 94% of U.S. Hispanic TV households in 210 markets through 17 owned stations, 55 affiliates and its national feed. Telemundo also owns WKAQ, a television station that serves viewers in Puerto Rico. Telemundo Deportes is the designated Spanish-language home of two of the world’s most popular sporting events: FIFA World Cup™ through 2026 and the Summer Olympic Games through 2032. As the #1 media company reaching Hispanics and millennials online, the Digital Enterprises & Emerging Business unit distributes original content across multiple platforms, maximizing its exclusive partnerships with properties such as BuzzFeed, Vox, and Snapchat. Through Telemundo Internacional, the largest U.S.-based distributor of Spanish-language content in the world; Telemundo International Studios, a production unit focused on creating high-end short form, scripted formats for international markets; and Universo, the fastest growing Hispanic entertainment cable network, the company reflects the diverse lifestyle, cultural experience and language of its expanding audience. NBCUniversal Telemundo Enterprises is a division of NBCUniversal, a subsidiary of Comcast Corporation.
NBCUniversal Telemundo Enterprises