General Mills' Que Rica Vida expands to television


General Mills announced the launch of a year-long partnership with the Univision 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") co-host Karla Martinez will be its new spokesperson and 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 (, is the cornerstone of General Mills’ two-and-a-half-year-old, multi-brand Hispanic marketing initiative of the same name. Together, they constitute an important resource for Hispanic moms, who seek lifestyle tips, culturally relevant recipes, and solutions that preserve their heritage and traditions. With an overall quarterly circulation of 350,000, Que Rica Vida is distributed free of charge via direct mail, as well as at stores and community-based venues. Starting in 2009, a condensed version will also be distributed to more than 600,000 households as a free standing insert in various newspapers around the country.

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 The website will also include state-of-the-art graphics, podcasts and blogs written by several of the magazine’s regular contributors.

In addition to these enhancements, Que Rica Vida will also be launching this month a culturally-relevant health education initiative for Latinos called, Mente Sana en Cuerpo Sano (Sound Body, Sound Mind). The program is being co-sponsored by the Latino Nutrition Coalition, the Bell Institute of Health and Nutrition and 14 community-based partners from Chicago, Houston, Los Angeles and Northern California. It is expected to provide vital health and nutrition information at the grassroots level to more than 10,000 people in its first year, alone.