Univision’s popular novela “Qué Pobres Tan Ricos” (Poor, But Rich) just got a little fresher, healthier and more flavorful with the addition of SUBWAY® Restaurants. The brand will be seamlessly integrated throughout the hit novela’s storyline in a way that feels part of everyday life. “Qué Pobres Tan Ricos” is a light-hearted, rags to riches love story that follows the lives of Lupita and Miguel as they try to overcome their families’ differences in order to find happiness.
As the first featured integration, we see our protagonist Lupita surprising her son with a SUBWAY® $5 Footlong – made just the way he likes it – showing off the brand’s tasty, heart-healthy options for people of all ages. Next, a mother arrives to a children’s birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other episodes will include scenes inside of SUBWAY® Restaurants and characters consuming a variety of delicious products. The partnership also includes six custom content pieces adjacent to the novela during primetime commercial breaks featuring everyone’s favorite host, “Despierta America’s” Raul Gonzalez, enjoying a SUBWAY® sandwich while watching a novela (as seen in the image above).
We know Hispanic America already loves SUBWAY®, but as we watch the beloved characters of our primetime novela interact with the brand, Hispanics everywhere will feel encouraged to visit SUBWAY®Restaurants again and again. Since “Qué Pobres Tan Ricos” debuted, the novela has averaged 3 million viewers, helping Univision rank as the No. 2 broadcast network among Adults 18-34 in the Monday-Friday 10 p.m. hour. Check out QSR Magazine’s coverage of the Univision- SUBWAY® Restaurants partnership here.