Retailer Showcases Products in Branded-Entertainment Effort on Spanish-Language TV

Goya is a sponsor of 'Arrasa con Todo con Kmart.'Univision’s new Spanish-language game show is set in a replica of a Kmart store, where contestants compete in a flurry of supermarket sweepstakes-like challenges showcasing Kmart products from Hispanic-oriented lines including Selena Gomez-branded clothing to toys and tools. “Arrasa con Todo con Kmart” (“Sweep It All with Kmart”) debuted Feb. 12 in an hour-long Saturday afternoon slot. Goya is also a sponsor.

For Kmart, it’s the first time the retailer’s name has been part of the title of a TV show, and reflects both Kmart’s growing focus on Hispanic consumers and Univision’s increasingly aggressive approach to branded entertainment, an area the biggest U.S. Spanish-language broadcaster has lagged in. Kmart is even mentioned in the show’s theme song.

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