Que Rica Vida With a New Look for Latina Consumers
New Design Showcases Enhanced Lifestyle Content
07/31/2007
General Mills Inc, today re-launched its highly successful Spanish-language lifestyle magazine, Qué Rica Vida, featuring enhanced content and new layout and design. Additionally, the publication has partnered with LA-based publisher EnEspañol and will increase the number of issues to become a quarterly publication.
The magazine’s re-launch is intended to better reflect its stated role as, “Una Amiga Para Siempre” or “a friend for life” for Latina consumers. In its new format, each issue of the magazine will provide consumers valuable information in four distinct categories that can be paired with appropriate General Mills brands – “Ser Madre” (Being a Mom), “Ser Amiga” (Being a Friend), “Ser Mujer” (Being a Woman) and “Ser Mejor” (Self-Improvement). Both the magazine’s image and content were revised in response to consumer feedback and the company’s desire to provide high quality lifestyle tips and recipes to its consumers while maintaining its leadership position during the second year of the Que Rica Vida marketing initiative.
“Qué Rica Vida exceeded its first-year goal of enlisting 100,000 subscribers, and in its second year, we have decided to focus on further improving the magazine’s appeal and readability,” said Editor Ursula Mejia-Melgar, General Mills’ Hispanic Marketing Manager. “For that reason we listened to our consumers and worked with our design team, the Betty Crocker Kitchens, in-house food stylists and photographers to create a beautiful publication and an integrated platform that will truly connect with our readers, emotionally as well as practically. We’ve expanded our team and focused our efforts to make this effort a success. Working together we will increase the number of issues published and deliver the targeted content consumers have requested.”
Translated, Qué Rica Vida means, “What a Rich and Wonderful Life.” The magazine, along with its Web site (www.quericavida.com), is the cornerstone of General Mills’ year-old, multi-brand, Hispanic marketing initiative of the same name. The magazine constitutes an important resource for Hispanic moms struggling to navigate their way through the acculturation process, and is distributed quarterly and free of charge via direct mail as well as at stores and community-based venues. Its overall quarterly circulation, including subscriptions, is 350,000.
“General Mills has dedicated significant resources in understanding and reaching out to Hispanic consumers,” said GMI Multicultural Marketing Director Rudy Rodríguez. “Consumers have told us that we are successfully establishing an emotional connection with them. The Que Rica Vida initiative allows our company to provide Latina consumers with the very things general-market consumers have come to expect from our company: relevant lifestyle information, expert advice and delicious, convenient recipes.”
In addition to the magazine’s re-launch, the Que Rica Vida initiative this year will execute both community and public relations programs created in conjunction with Hispania Public Relations, of Miami, and Latino Family Media, of Los Angeles. These initiatives will include events to help familiarize Latinas with American holiday traditions and showcase specially created recipes, developed in General Mills’ Cocina by Chef Adriana Amione, founder of La Cocina Hispana, the Hispanic Kitchen of General Mills’ iconic Betty Crocker Kitchens, and its Latin face since 2004.
About General Mills
General Mills, with annual net sales of $13.4 billion, is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Häagen-Dazs, Old El Paso and more. It also has more than 100 U.S. consumer brands, more than 30 of which generate annual retail sales in excess of $100 million. General Mills is also a leading supplier of baking and other food products to the foodservice and commercial baking industries.
For More Information, Contact:
Kim Bow Sundy
General Mills
763.764.2591
Enrique Carrillo
Hispania Public Relations
305.271.5680 ext.29
