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WBD US Hispanic, GroupM, Cocina team up for Aarón Sánchez culinary show

Cooking competition series El Sabor de Aarón launched last year

Warner Bros Discovery (WBD) US Hispanic, advertising giant GroupM and digital content company Cocina Media are teaming up for a new culinary series fronted by celebrity chef Aarón Sánchez.

El Toque de Aarón is a six-part, half-hour series following Sánchez and his team as they help Latino restaurants in the LA area to grow.

In the series, Sánchez, who is also executive producing, will work alongside the restaurant owners to revamp their menus and freshen up the aesthetics. The series also features designer Cris Mercado and project manager Ángel Riveros.

El Toque de Aarón is scheduled to premiere on Discovery Familia on Monday April 17, in addition to airing on sibling network Hogar de HGTV.

The series marks the third collaboration in 12 months between WBD US Hispanic, GroupM and Cocina Media, the latter of which was co-founded by Sánchez as a way to authentically connect with US Hispanic audiences on digital platforms.

The companies also partnered for cooking competition series El Sabor de Aarón, which launched on Hogar de HGTV and Discovery Familia in spring 2022, and Qatar Latino rumbo al mundial, a Discovery en Español series that followed eight Latinos who rebuilt their lives in Doha, Qatar amid the 2022 Fifa World Cup.

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