MASECA celebrates en la cocina with 100th celebrity.
March 30, 2009
MASECA launched a significant community outreach campaign in 2009 – “MASECA A TU LADO/ MASECA AT YOUR SIDE” – using Univision’s Despierta America “MASECA EN LA COCINA CON LAS ESTRELLAS” segments as a vehicle to give back to the Hispanic community. In addition to cooking up delicious dishes with their favorite celebrities, the segment features consumers such as scholarships and debt relief payments.
“MASECA EN LA COCINA CON LAS ESTRELLAS” is the innovative publicity concept and partnership between Maseca, Hispano USA and Univison that began in 2007 and is now in its third year. The eight-minute segment is broadcast every Thursday during the morning program with the highest ratings in Spanish television: Despierta America.
Never before has a Hispanic brand been able to stand by their consumers’ side using a campaign featuring 100 of their most beloved celebrities. The campaign aims to provide more than $150,000 dollars this year in aid to families in need.
