Five lucky winners and their companions will get to celebrate an early Mother’s Day brunch in Miami, Florida, this May, with Karla Martinez, co-host of Univision Network’s popular morning show, Despierta America (Wake Up America). Martinez is also the new spokesperson of General Mills Inc.’s highly successful Hispanic marketing platform, Que Rica Vida. Its Spanish-language lifestyle magazine and website of the same name, along with Bisquick, are sponsoring the sweepstakes, which recently kicked off and runs through March 20, 2009.  “We are thrilled to partner with General Mills to help them build brand loyalty and drive sales with Hispanic moms,” said David Lawenda, president of advertising sales & marketing, Univision Communications Inc. “This agreement reflects Univision’s mission to be an integral resource to marketers that have identified the U.S. Hispanic consumer as a key growth engine. We appreciated the opportunity to amplify and scale General Mills’ Que Rica Vida platform using the proven power of Univision media and talent.”  As part of the partnership, Martinez is starring in a series of 30-second vignettes that will air coast-to-coast over the next 12 months, providing viewers with cooking and nutrition-related tips, each featuring one of 15 participating General Mills brands.  “We thought it would be fun to introduce Karla as our new spokesperson by giving consumers a once-in-a-lifetime opportunity to travel to Miami and share a sobremesa with her around Mother’s Day,” said Ursula Mejia-Melgar, editor of Que Rica Vida magazine. “Thanks to Bisquick, the winners will be able to do so, while sharing mothering tips and experiences with Karla, who only last week gave birth to her second beautiful daughter, Michaella.  Karla is also mother to one-and-a-half-year-old Antonella.”  A unique aspect of this sweepstakes will be the four grassroots registration drives Que Rica Vida and Bisquick will sponsor in community centers throughout the Los Angeles, Northern California, Houston and Chicago areas. Noting that not everyone is computer-literate nor has a computer at home, Mejia-Melgar said “the idea is to give as many people as possible a chance to enter by taking the sweepstakes beyond the typical channels, and directly into the community.”

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