Qué Rica Vida, the Hispanic lifestyle website with more than 300,000 registered members, has launched via e-mail an exclusive deal on eight brand-new products — from breakfast cereals to fruit snacks to dinner kits – combined in a single try-before-you-can-buy offer. For $18, Qué Rica Vida will ship to consumers’ doors a sampling of General Mills products before they’re available on shelf, a $30 value. Additionally, members get $8 in coupon savings to buy the products they like at their local stores.
According to Rodriguez, the innovative online sampling pilot is a key component of the General Mills’ strategy to showcase its popular brands, given that a majority of online growth is fueled by Latinas.
The site “is expanding quickly in the digital space, and we’re working hard to offer fresh, relevant content and resources to our members,” said Rodriguez. “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.”