California Milk Processor Board (CMPB) is getting some hammy help in encouraging Hispanics to drink milk.
To commemorate the 45-year legacy of legendary Hispanic TV icon “El Chavo,” CMPB and Grupo Gallegos (California Milk’s Multicultural AOR for 11 years), teamed up with Televisa and Grupo Chespirito to develop the first regional campaign to feature this iconic character known for his love of ham sandwiches. Since the early 1970s, when created by comedian Roberto Gómez Bolaños (who died in 2014), El Chavo's popularity has grown beyond Mexico to all of Latin America, Spain and the U.S.
"El Chavo is near and dear to the hearts of every generation of Hispanics and people heavily engage with El Chavo," says John Gallegos, founder/CEO of Grupo Gallegos. "He has more than nine million Facebook fans. To further understand his scope and reach – the 2015 Super Bowl had 114 million viewers; El Chavo’s TV show reaches that same number of viewers every day."
To read the rest of the story, please go to: MediaPost
