General Mills Broadens Hispanic Marketing Reach
General Mills Inc. announces the launch of a year-long partnership with the Univision Network, a Spanish-language television network, which will expand the reach of its Hispanic marketing platform, including the Spanish-language lifestyle magazine, Que Rica Vida, into television. The network's "Despierta America" ("Wake-up America") co-host Karla Martinez will be its new spokesperson. As such, Martinez will star in a series of 30-second vignettes that will air coast-to-coast over the next 12 months. Like the magazine, the vignettes will provide viewers with cooking- and nutrition-related tips, each featured by one of Que Rica Vida's 14 participating General Mills brands.
"All our research shows that since its inception two-and-a-half years ago, Que Rica Vida has been extremely successful in helping Latina women," says General Mills multicultural marketing director Rudy Rodriguez. "We want to build on that success by engaging our readers on other fronts, as well. The Internet especially allows for greater interaction -- an on-going dialogue around a virtual dinner table, which for Hispanics is very familiar, and which they call a sobremesa, meaning, 'over the table'."
With an overall quarterly circulation of 350,000, Que Rica Vida is distributed free of charge via direct mail, as well as at stores and community-based venues. Starting in 2009, a condensed version will also be distributed to more than 600,000 households as a free standing insert in various newspapers around the country.
"As a young mother who has created a new life for herself and her family in the United States, Karla is the perfect person to facilitate Que Rica Vida's conversations with consumers; the kind of person anyone would like to have as a friend," says Que Rica Vida editor Ursula Mejia-Melgar. "We are excited to have her represent our initiative, which strives to be, 'Una Amiga Para Siempre' or 'a friend for life' to other Latina moms."
"All our research shows that since its inception two-and-a-half years ago, Que Rica Vida has been extremely successful in helping Latina women," says General Mills multicultural marketing director Rudy Rodriguez. "We want to build on that success by engaging our readers on other fronts, as well. The Internet especially allows for greater interaction -- an on-going dialogue around a virtual dinner table, which for Hispanics is very familiar, and which they call a sobremesa, meaning, 'over the table'."
With an overall quarterly circulation of 350,000, Que Rica Vida is distributed free of charge via direct mail, as well as at stores and community-based venues. Starting in 2009, a condensed version will also be distributed to more than 600,000 households as a free standing insert in various newspapers around the country.
"As a young mother who has created a new life for herself and her family in the United States, Karla is the perfect person to facilitate Que Rica Vida's conversations with consumers; the kind of person anyone would like to have as a friend," says Que Rica Vida editor Ursula Mejia-Melgar. "We are excited to have her represent our initiative, which strives to be, 'Una Amiga Para Siempre' or 'a friend for life' to other Latina moms."