Client Objectives:
• Build on Tyson's presence within the Hispanic community

• Extend the Tyson brand online


Solution:
• Leveraged Univision Network's relationship with Tyson spokesperson Chef Pepín by creating a special section on Univision.com for Tyson, which included a "Cook with Chef Pepín" promotion

• Chef Pepín promoted Tyson’s section on Univision Network properties

• Spanish-language mini-site designed and hosted by Univision.com offered educational and nutritional information

• Sweepstakes for the chance to "Cook with Chef Pepín"

• Ad banner rotation and sponsorships throughout Univision.com targeted to
female-oriented content


Impact:
• Introduced brand to the Hispanic online marketplace

• Built database and loyalty via sweepstakes

• Provided current and relevant product information

• Delivered targeted audience in relevant content areas