General Mills | Qué Rica Vida

General Mills wanted to cultivate a meaningful and emotional connection with a high-value U.S. audience: Bicultural Latina Moms, so our creative team transformed the brand into a publisher by creating Qué Rica Vida, an online magazine that spoke directly to this audience. Orchestrating celebrity chefs, foodie influencers, and in-house production talent, we generated a wealth of engaging bicultural content attracting 6.3M visitors every month. Qué Rica Vida was ranked among the top nine U.S. Latino websites with Univision and Telemundo, and research showed that the deeper the relationship between users and Qué Rica Vida, the more they spent on General Mills products.