General Mills focuses on grassroots to help Hispanics stay healthy

General Mills kicked off the second year of its "Mente Sana en Cuerpo Sano" (Sound Body, Sound Mind) campaign, encouraging Hispanic families to incorporate more healthy food into their lifestyle. Reaching out to nine community centers across the country, the campaign is focusing on grassroots outreach, said Kimberley Bow Sundy, manager of PR and multicultural marketing for General Mills.

"The difference between this year and last is we're reaching out to more people and we're bringing out our celebrity chef, Cristina Martin Del Campo," she told PRWeek. By targeting influencers in the Hispanic community and promoting a 10-lesson health curriculum, General Mills will directly reach the community. For media relations, the company is targeting "local market Spanish-language publications" and working with Univision. General Mills is working with Hispanic PR AOR Hispania PR on this campaign. A photo from the events, held in Chicago, Houston, Southern California, and more, after the jump.