CLIENT
General Mills
Erica Jensen, Marketing Communications Senior Manager
Melissa Wildermuth, Marketing Communications Director
Nicole Greibrok, Marketing Communications Assistant Manager
AGENCY
Liz Abate Mascolo, Business Unit Director, Cheerios
Erica Jensen, Marketing Communications Senior Manager
Melissa Wildermuth, Marketing Communications Director
Nicole Greibrok, Marketing Communications Assistant Manager
The Ellen DeGeneres Show
Kari McTaggart, Director
Joan Colletta, Communications Planning Lead
Katie Brown, Associate Director
Whitney Smith, Digital Investment Director
Jillian Schroeder, Broadcast Investment Director
72andSunny
SUMMARY
For over 75 years, Cheerios had been at the center of America’s breakfast table, but the brand was losing relevance at a time when conversation in America had turned toxic. We endeavored to do our part to make America’s mood – and Cheerios sales – more positive. By partnering with The Ellen DeGeneres Show, we rallied America to do and share One Million Acts of Good. The results: sales growth for Cheerios, a sharp spike in viewership for Ellen, and over $1 million dollars donated to those doing the good.
