The San Jose Group, Hy Cite Corporation’s Hispanic agency of record, has negotiated a 52-week integration of the company’s Royal Prestige line of luxury cookware into Telemundo’s morning show, “Cada Día.” The Royal Prestige integration is unique because of the organic way in which the products are incorporated into the programming.
“Spanish broadcast stations have traditionally been weary of product integration opportunities,” said Letty Santiago-Orozco, media director of Opus Media, SJG’s media division. “However, we presented a project that proved to be beneficial and relevant for both our client and the station, and are proud to have one of the first deals of this kind.”
Royal Prestige is sponsoring a live cooking segment during “Cada Día” every Friday for 52 weeks. Each segment features a popular chef preparing a Royal Prestige recipe using the highend brand of cookware. Because the products are organically integrated into the segment, they do not create any intrusion; rather they fit in due to the nature of the segment. Hosts of the cooking segment mention that they are using Royal Prestige products throughout the demonstration, and include information about why the cookware is unique – namely, because of Royal Prestige’s patented technology that allows the chef to cook without any water or oil. In this way, the product mentions become relevant to the entire cooking demonstration, since the technology of the products is directly affecting the recipe itself.
“Our goal in a product integration opportunity is to ensure that our clients’ products are relevant to the programming so the integration is not forced, but rather natural and organic,” added Orozco. “The great thing about integrating Royal Prestige’s line of cookware into ‘Cada Día’ is that morning shows tend to have more established fan loyalty, as opposed to certain other types of programming. And effective and organic product integration is an exciting opportunity, because it’s something a viewer can’t just Tivo through.”
In addition to the Telemundo cooking segment, Royal Prestige is also running a promotion, “La Casa de sus Sueños,” which gives participants a chance to win $100,000 for the purchase of a home of their dreams. The promotion is supported by spots on network television and POP materials. SJG has also created a branding campaign for the company, which is running on network Spanish television stations.