General Mills launches new African-American and Hispanic initiatives

(August 7, 2006) General Mills has announced it has launched two multicultural marketing initiatives specifically designed for African-American and Latina consumers. Labeled “Serving Up Soul” and “Que Rica Vida,” the print and broadcast platforms are targeted to women.

"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. She will also be featured on the initiative's new Web site, www.Servingupsoul.com, and will provide consumers with a seasonal newsletter featuring cooking tips, lifestyle content and entertaining suggestions. Additionally, Serving Up Soul will conduct a contest this fall to search for an amateur lifestyle expert.

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.

With the introduction of the Serving Up Soul and Que Rica Vida platforms, General Mills is proud to continue its strategy of executing innovative strategies and award wining marketing campaigns.

From the development of award-winning Hispanic advertisements for the Yoplait brand, to Honey Nut Cheerios partnership with Healthy BET, the company has a rich heritage of designing relevant and innovative marketing strategies.

About General Mills

General Mills, with annual net sales of $12.5 billion, is a leading global manufacturer and marketer of consumer foods products.

Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Haagen-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.


Go to Target Market News homepage

 

Click here to read more

________________________

The African-American
Book Publishing Authority

Now in its seventh year of publication, Black Issues Book Review is the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books. BIBR also provides up-to-date news on forthcoming author events, publications, conferences, shows and exhibits.
Want this issue? Get it with your new subscription.
Click Here
________________________


________________________


 12th Annual Edition Available 
Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
Story and statistics continued
_________________________

  SUBSCRIBE TODAY! 


The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news