WBD US Hispanic partners with GroupM & Cocina Media for Aarón Sánchez culinary series

El Toque De Aarón

Warner Bros. Discovery US Hispanic has partnered with advertising firm GroupM and digital content company Cocina Media on El Toque De Aarón, a new culinary series featuring MasterChef’s Aarón Sánchez, for Discovery Familia and Hogar de HGTV.

The six-part series, which will debut on 17 April, will follow the celebrity chef and executive producer and his team as they help Latino restaurants in the Los Angeles area reach new heights.

Sánchez will reimagine these restaurants to bring out their true soul, with a revamped menu and a refreshed space. In each 30-minute episode, he will put his personal touch on each menu item, while mentoring each restaurant’s chef and sharing tips and tricks of the trade along the way. Helping to round out the renewals with renovations are designer Cris Mercado and project manager Ángel Riveros

El Toque De Aarón is Hogar de HGTV’s third content partnership in the past 12 months with Cocina Media and its second with Aarón Sánchez, who co-founded Cocina as a vehicle to connect with US Hispanic fans on digital platforms. Other titles include El Sabor De Aarón for Hogar de HGTV and Discovery Familia and Qatar Latino, Rumbo Al Mundial for Discovery en Español.

“Warner Bros. Discovery’s US Hispanic networks continue to be regarded as leaders in the multicultural marketing space,” said David Tardio, VP of integrated ad sales and marketing, Warner Bros. Discovery US 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.”