If you thought Subway’s Fritos Chicken Enchilada Melt was as culturally relevant as the fast-food chain was going to get, think again.

In the latest example that Hispanic-targeted marketing knows no limits, Subway Restaurants this week announced a partnership with Univision to “seamlessly integrate Subway products and restaurants into Televisa’s hit telenovela Qué pobres tan ricos (Poor, But Rich).

The first integration, say the partners, will show one of the characters surprising another with a Subway $5 Footlong.

Per a joint Univision-Subway press release:

“This integration allows us to reach Hispanic audiences in an engaging and authentic way,” says Gabriela Mangieri Harper, multicultural marketing manager at Subway.

Because everybody knows that, to effectively reach Hispanic audiences, there is nothing more authentic than a Fritos Chicken Enchilada Melt