General Mills: Playing to Win

06/16/11 . Gareth

Situation
Traditionally, most of General Mills’ brands in the U.S. have not benefited from a strong legacy position in Latin America, unlike their key competitors.  The General Mills marketing team looked at their Hispanic and non-Hispanic market shares and determined that closing this gap represented an $800+ Million sales opportunity

Insight
In an effort to increase awareness in the U.S. and overcome the legacy disadvantage, General Mills sought to help the Hispanic mom create a healthier, richer, easier life for her family in the U.S.

Solution
General Mills’ sought to become a trusted and culturally-relevant  lifestyle resource with Hispanic moms.  Their program, Que Rica Vida, includes expert advice on education, holiday occasions, health and wellness, and family through a free quarterly magazine and a website, QueRicaVida.com.

In September 2008 this multi-brand initiative began a partnership with Univision to expand its reach to television.  The program included both traditional advertising designed to build awareness and interest in selected products; and branded vignettes featuring Despierta America star Karla Martinez.

Results
Results from the Los Angeles market (via Nielsen HomeScan) show this program has dramatically increased sales among Honey Nut Cheerios, particularly among Spanish-dominant Hispanics.

GMI has committed to a sustained investment against Hispanic consumers to ensure that they meet aggressive sales growth goals.

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