Tuesday, September 15, 2009

General Mills Hispanic Marketing Platform Renews Partnership with Univision

MINNEAPOLIS, Sept. 14 /PRNewswire/ -- General Mills Inc., one of the world's
leading food companies, has renewed its successful partnership with Univision
Communications, the country's leading Spanish-language media company, and will
continue to expand the reach of Que Rica Vida, its Hispanic marketing
platform, through on-air vignettes, online and mobile elements and special
cooking presentations. Que Rica Vida(What A Good Life) is General Mills'
popular Spanish-language lifestyle magazine and website, and the cornerstone
of the company's four year old, multi-brand Hispanic marketing initiative.

Karla Martinez, co-host of Univision's morning show, Despierta America, (Wake
Up, America) will continue to act as official spokesperson for the Que Rica
Vida partnership with the network. This year, she will participate in yet
another Bisquick(R)-sponsored sweepstakes. The winner will receive a trip for
four to a world-famous theme park in Orlando, Florida, including an on-site
breakfast with Ms. Martinez. The charismatic television personality will also
star once again in a special series of 30-second vignettes that will be aired
on Univision, providing viewers with cooking and nutrition-related tips
featuring the Que Rica Vida participating General Mills brands.

As part of Que Rica Vida's increasingly important on-air and on-line
resources, General Mills has also added two new chefs to its Cocina Hispana,
the Hispanic section of its iconic Betty Crocker Kitchens. The talented new
additions, Cristina Martin del Campo and Doreen Colondres, will assist
Executive Chef Adriana Amione in preparing new Hispanic-inspired recipes using
General Mills brand products. Both chefs will appear on Univision's Despierta
America morning show throughout the year to demonstrate the new recipes and
will help judge Que Rica Vida's new online recipe contest, "La Receta De Mi
Cocina" (My Kitchen's Recipe), which will be kicked off in the coming weeks.
They will also blog on a regular basis on www.QueRicaVida.com.

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