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Special Project

Special Project
From the 16th Annual Shorty Awards

This Fool Trejo's Donuts Partnership

Entered in Brand Partnership


Hulu Original comedy series "This Fool" follows the character Julio Lopez. A man with a heart of gold who goes to any length to help his community around him while neglecting to take care of his own best interests. The series is a working-class comedy set in the heart of South Central Los Angeles. It playfully explores Latino culture and lifestyle through a comedic lens and offers a refreshing representation of the culture.

To build excitement around the return of "This Fool" for its second season, Hulu Originals partnered with the famed Trejo's Donuts in Los Angeles. Trejo's Donuts is famed among the Latino community and Los Angeles natives, both for its quality, iconic building, and owner, Latino actor Danny Trejo. The partnerships' primary goal was to spread awareness of the show and its new season to the local community.


Strategy and Execution

Hulu Originals’ “This Fool” partnership with Danny Trejo's Trejo's Donuts and Coffee helped establish a conversation between the local population in Los Angeles and the series, which takes place in Los Angeles and features a heavily Latino cast and crew. The colorful and wholesome nature and the history of Trejo's donut shop have some parallels to the “Hugs and Thugs” program from the series, a gang rehabilitation center in Los Angeles that helps recently incarcerated people readjust to life outside of prison.

The partnership included flyers featuring series advertisements, posters, donuts, and fritters themed around the show such as the vegan Pineapple Primo Luis, and donuts that feature the series logo. Bags of branded coffee beans were made available at the shop. Additional merch, such as gift boxes, t-shirts, postmates gift cards, and coupons were also available for customers.

We also partnered with Postmates as an extension for anyone who couldn't make it to Trejo’s in person by offering a free signature donut and hat plus $5 off $15 when users placed an order from Trejo’s via Postmates.




Video for This Fool Trejo's Donuts Partnership

Entrant Company / Organization Name

Hulu Originals