General Mills is continuing its Hispanic outreach efforts, most recently with a campaign to educate Hispanic mothers about U.S. holiday traditions, following a report that found many Hispanic families were unfamiliar with certain holidays, including Halloween, Thanksgiving, and secular Easter.
“What the study found was that schools do a good job of incorporating holiday celebrations into the curriculum. As a result, many Hispanic children are more familiar with the holidays than their parents,” says Ursula Mejia-Melgar, manager of multicultural marketing for General Mills and editor of Que Rica Vida (120,000, Quarterly, Spanish), the company’s custom publication. In an effort to educate Hispanic moms about U.S. holiday celebrations, Que Rica Vida is including information and recipes on the upcoming Halloween and Thanksgiving celebrations, and providing tips on safe trick-or-treating. General Mills is also hosting a Halloween event in East L.A. to raise awareness and to expose Hispanic families to the Holiday.
Que Rica Vida’s content comes from a variety of sources: “General Mills has a lot of content that has been developed throughout the years by both internal and external experts. One example is the education-related content that has been developed for our Box Tops for Education program (www.boxtops4education.com). Also, at General Mills we have a dedicated team of scientists, dietitians and nutritionists that develop all the information about Health and Wellness (www.bellinstitute.com),” adds Mejia-Melgar.
A key component of QRV is its coupon section. While Hispanics historically under-index in coupon redemption compared with the general market, Mejia-Melgar claims that her magazine’s readers actually over-index in redemption. She explains this with her assertion that having relevant content surrounding the coupons positively impacts redemption rates.
Florida-based Publicitas sells advertising for QRV.
Related Article: General Mills Re-launches Que Vida Rica( August, 2007)