General Mills’ Hispanic marketing platform, Qué Rica Vida, announces launch of multi-episode Web series, “Celebra lo Rico”
General Mills Inc., creator of the highly successful bilingual Hispanic digital platform, Qué Rica Vida, has announced today the launch of “Celebra lo Rico”, a new multi-episode branded web series that will empower Latinas living in the U.S. to celebrate their cultural uniqueness and connect through the experiences and inspiration of three dynamic food bloggers. The series began airing on the Qué Rica Vida YouTube channel today, and will continue through Mother’s Day, with a new episode available every other Thursday.
“We wanted to create a new series that would showcase the authentic experiences of Latinas in the U.S. as an extension of our platform, where we strive to inspire our audience to celebrate their culture through food and connection,” said Natalia Ortega, Media Site Planner for Qué Rica Vida. “At General Mills, we are always looking for ways to expand our reach among the U.S. Hispanic consumer, and this series presents a great opportunity to tap into the modern Latina’s passions and lifestyle.”
The series’ 10 episodes are set in New York City and feature three food bloggers, Melissa Bailey, Morena Cuadra, and Fernanda Beccaglia, who regularly contribute articles and recipes to Qué Rica Vida. Within the 10 episodes, the bloggers will be sharing the inspiration behind their blogs, and their unique personal experience as Latinas from different backgrounds living in the United States.
Connecting Through Culture
General Mills’ popular Latina marketing initiative, Qué Rica Vida, seeks to build relationships with bicultural Latina moms through culturally relevant recipes and lifestyle articles highlighting the diversity within the Latino experience, including health and wellness, holiday and special occasion planning, and family-related information.
The platform was originally created by General Mills as a central meeting place where a Latina could celebrate her culture and learn from other Latinas to create a rich experience for her and her family. The cornerstone of the Qué Rica Vida initiative is its website, QueRicaVida.com.
“We strive to keep our audience engaged with relevant content that resonates with their own life stories,” said Monica Granados, Assistant Media Site Manager for Qué Rica Vida. “Our contributors represent the incredible diversity of the Latino experience. In this show alone, we have food bloggers representing Dominican Republic, Argentina and Peru. We want to continue celebrating Latinas in the U.S. through Qué Rica Vida, and the “Celebra lo Rico” series is a natural extension of our commitment to inspire our audience to explore a variety of experiences for a rich life.”