Multicultural marketing


Anchored by our Feeding Dreams and Qué Rica Vida campaigns.

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

How Feeding Dreams Works

First, well-deserving everyday heroes are nominated by their friends, family members, and other people in the community who are impacted by their caring spirits. Then Feeding Dreams chooses one nominee from each city to be their respective town’s Community Champion. 

The community is then invited to vote for their city’s Champion. 

The Champion with the most votes will win the title Grand Champion, plus a personal financial reward and a sum of money to be donated to their favorite charity.The Feeding Dreams campaign has been a resounding success for both General Mills and the unsung heroes it honors.

Qué Rica Vida

Published by General Mills, Qué Rica Vida is distributed free to 350,000 readers and through stores and community centers. 

The world of Latino food is as tasty and diverse as the more than 20 countries that represent it, and we make our information available through diverse channels.


Diversity & Inclusion at General Mills (PDF)