CLIENT
The Kellogg Company
Mark Baynes, SVP - Mktg.
Kim Miller, VP Ready To Eat Cereal
Todd Smith, Sr. Brand Mgr.
Karen Neeley, Market Research
Mike Mickunas, Sr. Dir. - Market Research
AGENCY
Steve Biddle, Account Supervisor
Kim Tanner, Account Dir.
Dave Linne, EVP Creative Dir.
Mark Oosthuizen, EVP Creative Dir.
Jamie Van Dixhorn, Account Supervisor
Rachel Winer, SVP - Account Management
Beth Hooper, VP Planning Dir.
Dennis Bannon, VP - Executive Producer
John Sheehy, EVP - Account Management
Rick Houghton-Larsen, Chief Strategy Officer - Vice Chairman
John Condon, Chief Creative Officer
Dave Kuta, Asst. Account Executive
Starcom MediaVest Group
Trina Potter, Associate Media Dir.
Michelle Rietschel, VP Media Dir.
Ellie Dimick
SUMMARY
In 2006, Kellogg's Frosted Mini Wheats realized that they had lost their connection to consumers in a sea of dietary trends. Mini Wheats understood that they needed an insight that ran deeper than basic nutrition and into the hearts of consumers. By targeting Moms and tapping into her basic instinct to nurture her children we were able show how Mini Wheats, with 8 filling layers of crunchy whole grain fiber, can help keep her child full throughout the morning so that they can stay focused on the task at hand.
