US food group General Mills has launched two new marketing platforms aimed at African-American and Hispanic consumers respectively.

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The ‘Serving Up Soul’ and ‘Que Rica Vida’ concepts aim to increase the relevance of General Mills’ products to consumers within the two communities.


“As demographics continue to shift, it’s important that our marketing efforts appeal to the growing consumer segments,” said General Mills’ multicultural marketing director Rudy Rodriguez. “Serving Up Soul and Que Rica Vida will provide consumers with much-needed, relevant lifestyle information, expert advice and delicious, convenient recipes.”


The Serving Up Soul initiative will leverage brands such as Honey Nut Cheerios, Yoplait, Pillsbury and Pop Secret, providing original recipes from the Betty Crocker Kitchens. As part of this programme, General Mills intends to expand its existing relationship with former-model-turned-restaurateur and lifestyle expert B. Smith, who will appear in ten radio adverts and five mini-magazines inserted in Essence magazine.


The tagline for the Hispanic marketing initiative Que Rica Vida means “What a rich and wonderful life”. The concept will address Hispanic consumers via a new free Spanish-language magazine of the same name, which will feature articles on education, meal occasions and health and wellness.

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The magazine will also contain recipes developed by Betty Crocker Kitchens, coupons, expert tips on food preparation and nutrition, as well as lifestyle articles. Almost 2m copies of the Que Rica Vida magazine will be sent directly to consumers or given away at thousands of store promotion events in Hispanic markets.


The initiative will also include a collaborative community mural project, executed in collaboration with community-based, social-service organisations in Houston, Los Angeles and Miami, which will give local children the chance to win cash prizes by submitting drawings as ideas for murals.