General Mills unveils Hispanic Marketing initiatives.

General Mills announced the launch of two multicultural marketing platforms that appeal to African-American and Latina consumers: Serving Up Soul and Que Rica Vida.

“As demographics continue to shift, it’s important that our marketing efforts appeal to the growing consumer segments,” said GMI Multicultural Marketing Director Rudy Rodriguez. “Serving Up Soul and Que Rica Vida will provide consumers with much-needed, relevant lifestyle information, expert advice and delicious, convenient recipes -all things general market consumers have come to expect from our company. Today, we are excited to offer programs with even broader multicultural appeal.”

Serving Up Soul, an African-American marketing initiative, will increase the relevance of General Mills’ products among African-American women. This initiative is part of a multi-brand strategy that will enhance the company’s affinity with African American consumers, leveraging brands such as Honey Nut Cheerios, Yoplait, Pillsbury and Pop Secret, and will provide consumers with original recipes from the Betty Crocker Kitchens. Through Serving Up Soul, General Mills will continue to broaden its relationship with former-model-turned-restaurateur and lifestyle expert B. Smith. Appearing in a series of 10 radio advertisements and five mini-magazines inserted in Essence magazine, Smith will be the spokesperson for the campaign.

Que Rica Vida is the company’s newly launched Hispanic marketing initiative. Translated, Que Rica Vida means, “What a Rich and Wonderful Life.” As such, this program will speak to Latina moms via a new, free, Spanish-language magazine of the same name. The magazine, published in conjunction with Miami-based Editorial Televisa, the largest magazine publishing house in the Spanish-speaking world, will feature content devoted to education, meal occasions, and health & wellness respectively. Que Rica Vida will also contain recipes developed by the Betty Crocker Kitchens, coupons, expert tips on food preparation and nutrition as well as lifestyle articles. Almost 2 million copies of Que Rica Vida magazine will be mailed to consumers and given away at thousands of store promotion events in top Hispanic markets.

Additionally, the Que Rica Vida initiative will execute a community and public relations program in Houston, Los Angeles and Miami. General Mills is partnering with internationally renowned muralist Xavier Cortada and to sponsor a collaborative community mural project. Executed in partnership with community-based, social-service organizations in each city, local children can submit drawings for inclusion in a mural and compete for cash prizes. These murals will be exhibited in prominent public spaces. Each community partner will receive a $10,000 donation from General Mills and several Ingles sin Barreras English-learning kits. These Ingles sin Barreras kits will be used to enrich existing programs and services at each center. Entry forms will be available at participating retailers and the local partnering community centers.