General Mills – Hello, Cereal Lovers
TV, Digital, Social, Outdoor
Cereal, a once-loved breakfast staple, was getting edged out by competing breakfast eats like oatmeal and yogurt. To get people back to the bowl, we created Hello, Cereal Lovers, a fully-integrated campaign for General Mills aimed to celebrate the crunchy, milky, nostalgic breakfast staple that is cereal. It started with some TV spots and a website. Then it took on a life of its own on Tumblr. The campaign not only reignited the nation's love for cereal, it boosted cereal sales for General Mills by four percent.
Awards:
13 Best Social Media Campaigns 2013: Postano
Internationalist Award for Innovative Media: Bronze
“General Mills launched the Hello, Cereal Lovers campaign in October of this year during (newly created) National Cereal Lovers Week. In an effort to boost lagging cereal sales, the campaign encourages cereal consumption “outside of the bowl” like new recipes from celebrity chefs and crazy concoctions like Cinnamon Toast Crunch Fried Ice Cream.”
“But a certain breakfast staple does stir enough ardor in many people that it should come as no surprise that a Facebook group, Hello, Cereal Lovers, has amassed more than 313,000 followers on Facebook.
The Facebook group is part of a broader online effort by General Mills that includes a Web site, and accounts on social networking sites like Twitter, Instagram and Tumblr. ”