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October 01, 2008
General Mills Partnering with Univision
By Nichole Mrasek
General Mills recently announced a one-year partnership with the Univision Network to complement the third year of their "Qué Rica Vida" ("What a Good Life") campaign. Univision, the nation’s largest Spanish language television network, will feature 30-second “Que Rica Vida” vignettes, hosted by popular Univision’s Wake Up America host Karla Martinez.
Martinez will showcase cooking and lifestyle tips through the spots, which are hosted by Qué Rica Vida. General Mills has also populated the site with blogs and podcasts.
The site and campaign are another extension of General Mills’ efforts to target a growing, important demographic. Kimberley Bow Sundy, manager of PR and multicultural marketing for General Mills, said, “Some of our brands are not available in many countries of origin. When Latina consumers come to the US, they are not familiar with our product, so we needed to make [our products] emotionally relevant."
View the full PR Week profile story here.
Posted by staff at October 1, 2008 09:17 AM
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