Multicultural marketing

Multicultural marketing at General Mills is anchored by our Feeding Dreams and Qué Rica Vida campaigns.

Among consumer food companies, General Mills is now the largest food advertiser to Latinos and a leading marketer to African-American consumers.

The Feeding Dreams campaign has been a resounding success for both General Mills and the “unsung heroes” it honors.

Feeding Dreams asks people in 10 U.S. cities to nominate Community Champions – deserving everyday heroes who make their neighborhoods happier and healthier. General Mills awards grants to each local champion’s charity of choice based on the voting.

Feeding Dreams was created in 2008 with input from the company’s Black Champions Network employee group.

Qué Rica Vida 
Connecting with Latino consumers, Bisquick sponsored a 2009 sweepstakes in Qué Rica Vida magazine that garnered thousands of entries and helped grow Bisquick sales with Hispanics in fiscal 2009.

Published by General Mills, Qué Rica Vida is distributed free to 350,000 readers and through stores and community centers. In addition to online registration, the sweepstakes featured grassroots registration drives in more than a dozen communities across the country.

From the pool of entries, five consumers won trips for two to Miami to enjoy a Mother’s Day Brunch with Karla Martinez, host of Univision’s Despierta America television show. Ekundayo Bandele


2014 global responsibility thumbnail


2014 report on our progress (pdf) Go
2012 multicultural report to the community thumbnail


Multicultural Report & Cookbook (pdf) Go
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Diversity & Inclusion

It's part of our culture (pdf) Go