Mazola Reaches Hispanics Online, On-Air

Mazola has already convinced 50,000 Hispanics to sample its corn oil, with an online sweepstakes and on-air cameo on Sabado Gigante.

Mazola's sweeps entices Sabado Gigante viewers to switch cooking oil

ACH Food Cos. is nearing the end of its Switch & Get Rich sweepstakes that encourages Hispanics to try Mazola instead of vegetable oil. Promotional segments during the popular TV show Sabado Gigante—and 30-second spots on Univision and Telemundo, as well as FSIs and packaging—send viewers to Mazola.com to enter the UPC from a bottle of Mazola for a chance to win $1 million.

Players get an instant-win message; they can enter a new UPC each week. The sweeps runs through Jan. 28 via Market Vision, San Antonio.

Since its late-July launch, the sweeps has garnered 50,114 unique registrants, and 14,679 of them have played more than once.

Market Vision—ACH's agency of record since 2004—created the game and ad support in Spanish and English. SCA Promotions, Dallas, helps execute the sweeps.

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