MINNEAPOLIS: General Mills entered into a one-year partnership with Univision on September 23 for the latest phase of its multi-brand Hispanic marketing initiative, "Qué Rica Vida" ("What a Good Life").
In its third year, the program continues to encourage Latina mothers to live a "rica vida" by offering recipes, lifestyle tips, and more through a proprietary magazine and Web site. This year's program will focus on Mother's Day, the new Univision partnership, and Karla Martínez as the spokeswoman for the program. Martínez is a co-host of Univision's Despierta America (Wake Up America) and is a mother, set to give birth to her second daughter this week.
The PR campaign for this year's outreach is a combination of grassroots marketing, a sweepstakes, and traditional, local and national media outreach, said Kimberley Bow Sundy, manager of PR and multicultural marketing for General Mills.
"The PR piece will engage people with our celebrity, Karla Martínez, and bring the pages of the [Qué Rica Vida] magazine to life," Sundy said. "'Qué Rica Vida' has a tagline of 'A friend for life, so everything we've done with this platform has been built around that perception that General Mills and 'Qué Rica Vida' are friends for life."
Martínez will participate in media outreach, as well as vignettes about General Mills' products to air on Univision. The prize for the sweepstakes is a Mother's Day brunch with Martínez.
Hispania Public Relations, which has helped General Mills with "Qué Rica Vida" since its inception, has been conducting all media relations, including an SMT and blogging on the Web site.
Fourteen General Mills brands are involved in this initiative, including Cheerios, Green Giant, Yoplait, and Nature Valley. General Mills also plans to produce Spanish-language Web sites for each brand, with relevant content showcasing the "specific personalities" of the brands, Sundy said.
"Some of our brands are not available in many countries of origin," Sundy said. "When Latina consumers come to the US, they are not familiar with our product, so we needed to make [our products] emotionally relevant."