General Mills, Univision Renew ‘Que Rica Vida’ Partnership

In an attempt to continue to extend its Hispanic marketing platform, “Que Rica Vida” (What a Good Life), General Mills is renewing and expanding its existing partnership with Univision Communications.

Miami-based Univision will help promote Que Rica Vida’s new online and mobile elements, as well as on-air sponsored vignettes and special cooking presentations.

Minneapolis-based General Mills will expand its Cocina Hispana, the Hispanic section of Betty Crocker Kitchens, with two new chefs. Chef Doreen Colondres and Cristina Martin del Campo will join existing executive chef Adriana Amione in creating new Hispanic recipes using General Mills products.

The recipes will be presented during the year on “Despierta America,” Univision’s morning show. Additionally, the chefs will also regularly blog at and help judge “La Receta De Mi Cocina,” an upcoming online recipe contest.

Univision will also look to expand its resources for viewers. Karla Martinez, co-host of “Despierta America,” will remain the partnership’s official spokeswoman for Univision. Martinez will again star in a series of Univision-aired vignettes that will offer viewers cooking and nutrition tips and feature participating General Mills brands. She will also continue to participate in a Bisquick-sponsored sweepstakes that will offer one winner a trip for four to enjoy a breakfast with Martinez at an Orlando, Fla., theme park.

“Our research shows that Que Rica Vida is playing an ever more important role in helping Latina women in their daily lives,” said General Mills multicultural marketing director Rudy Rodriguez. “We have been very pleased with the results of our partnership with Univision over the past year, and hope to expand it even more, moving forward.”

- Nielsen Business Media
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