General Mills Pilots Online Sampling Campaign to Reach Hispanic Consumers

QueRicaVida members recently discovered a special offer for General Mills product samples in their email in-box. The Hispanic lifestyle website announced via email an exclusive deal featuring eight new products–from breakfast cereals to fruit snacks to handy dinner kits–bundled into a try-before-you-can-buy offer. For $18, Que Rica Vida will ship to consumers’ doors a sampling of General Mills products before they’re available on shelf, a $30 value. Plus they will receive $8 in coupon savings to purchase them at their local store.

“We’re thrilled to present a valuable offer to our family of Que Rica Vida members through a fantastic sampling initiative,” explained Rodolfo Rodriguez, director of multicultural marketing for General Mills. “Members can be the first to taste test the new products at home and enjoy them with family and friends; then in January, they’ll start seeing them at the market. This value-driven approach enables us to reach Que Rica Vida members in yet another very meaningful and innovative way. It is a first for the company as we continue to develop engaging strategies that embrace our Hispanic consumers.”

The box of General Mills foods features seven full-size retail packages and a single-size Betty Crocker Fruit Roll-Ups Quiz Rolls. All products begin shipping to retail and grocery store locations later this month and into January 2012:

  • Dulce de Leche Cheerios
  • Frosted Toast Crunch
  • Hamburger Helper Ultimate Beef Stroganoff
  • Hamburger Helper Cheesy Italian Beef
  • Multi-Grain Cheerio Peanut Butter
  • Ocean Spray Berries & Cherries
  • Ocean Spray Assorted Fruit
  • Betty Crocker Fruit Roll-Ups Quiz Rolls Strawberry Twist & Punch Berry

Rodriguez notes the breakthrough online sampling pilot is an important part of the company’s strategy to showcase its popular brands given that a majority of online growth is fueled by Latinas. For the last five years, QueRicaVida.com has become a major hub of relevant, go-to information for Hispanic consumers, particularly Latina moms. When they register at the website, consumers receive coupons, exclusive member benefits and have quick access to a variety of helpful day-to-day information.

“QueRicaVida.com is expanding quickly in the digital space, and we’re working hard to offer fresh, relevant content and resources to our members,” Rodriguez said. “We can build stronger brand engagement with Hispanics by showcasing value — whether that is an exclusive value-add sampling offer or a series of quick family recipes to quell the dinner hour dilemma.”

Unlike some email offers orchestrated by larger online coupon companies, the Que Rica Vida sampling bundle is managed by General Mills and is only available to members registered as of December 13, 2011 on QueRicaVida.com. As part of this campaign, 1,500 sample offers are available while supplies last.