General Mills’ Que Rica Vida renews with Univision.

General Mills Inc. has renewed its partnership with Univision Communications and will continue to expand the reach of Que Rica Vida, its Hispanic marketing platform, through on-air vignettes, online and mobile elements and special cooking presentations. Que Rica Vida (What A Good Life) is General Mills’ popular Spanish-language lifestyle magazine and website, and the cornerstone of the company’s four year old, multi-brand Hispanic marketing initiative.

Karla Martinez, co-host of Univision’s morning show, Despierta America, (Wake Up, America) will continue to act as official spokesperson for the Que Rica Vida partnership with the network. This year, she will participate in yet another Bisquick(R)-sponsored sweepstakes. The winner will receive a trip for four to a world-famous theme park in Orlando, Florida, including an on-site breakfast with Ms. Martinez. The charismatic television personality will also star once again in a special series of 30-second vignettes that will be aired on Univision, providing viewers with cooking and nutrition-related tips featuring the Que Rica Vida participating General Mills brands.
   
As part of Que Rica Vida’s increasingly important on-air and on-line resources, General Mills has also added two new chefs to its Cocina Hispana, the Hispanic section of its iconic Betty Crocker Kitchens. The talented new additions, Cristina Martin del Campo and Doreen Colondres, will assist Executive Chef Adriana Amione in preparing new Hispanic-inspired recipes using General Mills brand products. Both chefs will appear on Univision’s Despierta America morning show throughout the year to demonstrate the new recipes and will help judge Que Rica Vida’s new online recipe contest, “La Receta De Mi Cocina” (My Kitchen’s Recipe), which will be kicked off in the coming weeks. They will also blog on a regular basis on www.QueRicaVida.com.

“Our research shows that Que Rica Vida is playing an ever more important role in helping Latina women in their daily lives,” said General Mills Multicultural Marketing Director Rudy Rodriquez. “We have been very pleased with the results of our partnership with Univision over the past year, and hope to expand it even more, moving forward.”