General Mills Inc., has announced the launch of a year-long partnership with the Univision Network, the country’s leading Spanish-language television network, which will expand the reach of its highly successful Hispanic marketing platform, including the Spanish-language lifestyle magazine, Que Rica Vida, into television. The network’s Despierta America (“Wake-up America” M-F, 7 a.m.

ET/PT; 6 a.m. Central) co-host Karla Martinez will be its new spokesperson.

As such, Ms. Martinez will star in a series of 30-second vignettes that will air coast-to-coast over the next 12 months. Like the popular magazine, the vignettes will provide viewers with cooking- and nutrition-related tips, each featured by one of Que Rica Vida’s 14 participating General Mills brands. “As a young mother who has created a new life for herself and her family in the United States, Karla is the perfect person to facilitate Que Rica Vida’s conversations with consumers; the kind of person anyone would like to have as a friend,” said Que Rica Vida editor Ursula Mejia-Melgar. “We are excited to have her represent our initiative, which strives to be, ‘Una Amiga Para Siempre’ or ‘a friend for life’ to other Latina moms.”  Translated, Que Rica Vida means, “What a Good Life.” The magazine, along with its website (http://www.QueRicaVida.com), is the cornerstone of General Mills’ two-and-a-half-year-old, multi-brand Hispanic marketing initiative of the same name.   In addition to venturing into the world of television, this year the publication also has enhanced its online presence with the creation of various Spanish-language brand micro-sites within http://www.QueRicaVida.com. The website will also include state-of-the-art graphics, podcasts and blogs written by several of the magazine’s regular contributors.

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