General Mills Launches Marketing Initiatives to Target Hispanic Consumers

In line with the strategy presented at the Consumer Analysts Group of New York Conference earlier this year, General Mills is expanding several initiatives to target multicultural consumers. The Minneapolis-based packaged food company intends to focus on three consumer groups; the largest of which is the Hispanic market. Last year alone, the company increased its Hispanic-targeted media spending by 70%, which fueled the expansion of marketing initiatives already in place and venturing into the world of digital media.

Que Rica Vida, which translates to What a Rich and Wonderful Life, is the company’s landmark Spanish-language advertising magazine. This publication features content devoted to education, health and wellness. With an overall quarterly circulation of over 350,000, Que Rica Vida is distributed free of charge via direct mail, as well as at grocery stores and community-based venues. This year, the once exclusively print campaign transitioned online launching various Spanish-language micro websites within www.QueRicaVida.com. The website is enhanced by state-of-the-art graphics, podcasts and articles written by the magazine’s regular contributors. It has quickly become an important resource for Hispanic mothers struggling to balance their multiple roles in the home and workplace.

As a result of its increased investment in Hispanic-targeted efforts, the General Mills has experienced substantial sales growth for several product lines. The most popular of these among Hispanic consumers include Cinnamon Toast Crunch Cereal, Yoplait yoghurt, and Nature Valley, which experienced a 19% growth in the past year. Motivated by Census data predicting that Hispanics will drive 53% of the population growth between now and 2015, the company is expected to continue to increase its investment to appeal to this growing consumer segment.

By Karina Lairet