BY MANNY RUIZ
Publisher, Hispanic PR Blog
A week after previewing their ambitious digital plans at the 2010 Hispanic PR & Social Media Conference in Dallas, General Mills made it official. General Mills unveiled a re-designed version of its successful Spanish-language, lifestyle web site for women, QueRicaVida.com, last night at a VIP Miami gala event attended by more than 100 Hispanic editors, reporters and bloggers from around the country. Several Latina celebrities, including actress Adamari Lopez, Despierta America! morning show host Karla Martinez, and Univision Network health spokesperson, Dra. Aliza, were also present for the unveiling, along with several hundred invited guests.
For many, including myself, a veteran of many major Hispanic press and VIP events, this was one of the best and largest ones coordinated in the nation in a long time. It is a rare day when you have a Hispanic press event that so perfectly marries substance with style so special kudos should go to my friend Sergio Lopez-Miro and his General Mills account team at Hispania Public Relations. In addition to performances by a top notch Latina mariachi band from San Antonio and guest appearances from some of Univision’s top personalities like Javier Romero, a great highlight of the event for me was to meet and interview 34 of the nation’s top blogueras, all of which became especially delighted to meet me when they discovered that I not only publish the Hispanic PR Blog but am the daddy behind PapiBlogger.
Event attendees were provided with an exclusive preview of the re-vamped site, which seeks to become the #1 food and lifestyle online resource for Latina moms. Among the site’s numerous enhanced offerings will be regular health tips by Dra. Aliza, advice on parenting provided by Johnson & Johnson’s Baby Center, information on education-related issues and hundreds of Hispanic-inspired recipes and money-saving coupons for numerous General Mills brands. A partnership with other major platforms such as AOL Latino, Univision: Cocina, Yahoo! En Espanol and MSN/Telemundo will further extend QueRicaVida.com’s reach among Latina consumers.
The re-designed website will also facilitate navigation of its enhanced content, making it easier to explore and providing users with a more interactive experience. The new format will allow Latina consumers to rate and post opinions about the articles, videos and recipes they find in the site, as well as upload their own recipes, which will become a part of QueRicaVida.com’s ample listing of meals.
According to Ursula Mejia-Melgar, General Mills Hispanic Marketing Manager and editor of Que Rica Vida, the magazine, “QueRicaVida.com aims to empower Latina moms and make their lives easier by providing them with information that can help resolve four key tension points in their lives – raising their children, tending to their illnesses and preventing them, making sure they don’t fall behind at school and making the daily cooking experience easier and less stressful. I know, because I am a mother of two young children, myself.”
“QueRicaVida.com has become indispensable for our Latina consumer,” said Rodolfo Rodriguez, General Mills’ Multicultural Marketing Director. “General Mills has invested resources to better understand and serve our Hispanic consumers, and the emotional link we have achieved with our audience has been an amazing result.”