September 23rd, 2008

US: General Mills Courts Hispanics with Marketing Push

Just-Food.com

General Mills has expanded its Que Rica Vida marketing campaign aimed at Hispanic Americans with the launch of a year-long ad campaign on US Spanish-language television network, Univision Network.

The US food giant said that it hoped the move would expand the reach of its Hispanic marketing platform.

The network’s ‘Despierta America’ co-host Karla Martinez will be the new spokesperson for the company, starring in a series of 30-second vignettes promoting 14 General Mills brands.

General Mills also publishes a magazine and website, also by the name of Que Rica Vida or “What a Good Life”. The magazine and website are the cornerstones of General Mills’ two-and-a-half-year-old, multi-brand Hispanic marketing initiative of the same name, the company said.

“All our research shows that since its inception two-and-a-half year ago, Que Rica Vida has been extremely successful in helping Latina women,” said General Mills multicultural marketing director Rudy Rodriguez. “We want to build on that success by engaging our readers on other fronts, as well.”

Que Rica Vida magazine will also be launching a culturally relevant health education initiative for Latinos, called Mente Sana en Cuerpo Sano. 

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