DALLAS Pizza Patrón later this month is expected to announce an agreement by syndicated radio talk show host Eddie "Piolín" Sotelo to promote the restaurant chain, which targets Hispanic diners.
Sotelo's radio show, which is syndicated by Univision, is among the highest rated in major media markets across the country. More commonly called Piolín, Sotelo is known for rallying public support for immigration reform and calling on Spanish-speaking listeners to lobby for legislation that would allow a path to citizenship for illegal immigrants.
Pizza Patrón founder and CEO Antonio Swad said Sotelo has agreed to mention the 67-unit, Dallas-based pizza chain at least once each day on his radio show, which is primarily in Spanish. In addition, bus wrap advertising and other marketing efforts by Pizza Patrón will feature Sotelo's image, Swad said.