"We've had for the past few years, a really small digital effort. It's been fairly consistent and more product-based, but it's always been a placeholder for us," Rodriguez said. "Over the past few years, we did get that learning. We saw responses online, but they were not sustainable. I'll talk to you about how we're changing that.'
With Que Rica Vida, the company, he said, wanted build relationships with its Latina customers, who can provide content and their own recipes.
"It's all about finding a way to connect with Latinas who weren't getting our message from General Mills," Rodriguez said. "We wanted to go out in a strong, but respectful voice." He also said the company "cannot afford to go out and develop massive amounts of content on our own," so it relies on user-generated content and partnerships with other content providers.
But General Mills is also in the digital space as a way to reach families and the younger generation.
"Because GM has a large array of products that reach kids, and today more than 40% of kids are multicultural, the opportunity is there today and it's only going to get bigger," he said.