"Que Rica Vida!"

In June of last year, General Mills started a marketing initiative called “Que Rica Vida” which was aimed at a Hispanic women audience and stressed the importance of nutrition. The reasoning behind making Hispanic women the audience is because they are still generally the heads of the household when it comes to food and snacks! This initiative included a website, magazine ads, and nutrition lessons to over 10,000 people at local community centers so that they could help combat the Hispanic health challenges.

In general, people of Hispanic descent suffer more from above-average rate of obesity, diabetes, and cardiovascular illnesses.

“To help Hispanic families prepare nutritious meals, General Mills developed a curriculum of 10 monthly lessons in both Spanish and English, including recipes developed for the program from the company's Betty Crocker kitchen, and training for the instructors from the community centers at General Mills' headquarters in Minneapolis”

Some of these lessons included, “How to be a Better Grocery Shopper,” and scavenger hunts to the grocery store to pick out better choices for meals. At the end of the lessons coupons and products were distributed to the ladies for money off General Mills products.

This might look to some like a sneaky way to push their brand, but I disagree. General Mills was helping people by also helping themselves. This article will help me by showing all the different sides of America that General Mills targets and genuinely cares for their well being.

Some of the women might not have been able to afford all of the higher quality products without the coupon and if General Mills is sponsoring the events than it ends up being a win-win situation for everyone involved.

I personally love this article also because it plays to a multicultural audience that I think most companies forget about and it is so important in this day and age to realize how diverse America is really becoming. I’m proud of my company for seeing it first!