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Cheerios
Cheerios Love to Give At Walmart

RAN IN: North America

CLIENT
General Mills

Chaney Youngblood, Marketing Communication Senior Manager
Jamie Needham, Marketing Communication Senior Planner

AGENCY
Shopperworks *Lead Agency

Erin Hanchar, Account Director
Alix Keil, Account Executive
Frank Stegmaier, Creative Director
Nathan Morales, Sr. Copywriter
Taryn Beck-Helm, Digital Strategist
Colleen Christensen, Project Manager
Katherine Barks, EVP, Strategy
Katie Hillard, Media Strategy Planner


Geometry Global *Lead Agency


SUMMARY

Cereal is becoming less relevant even though Cheerios is still a well-loved brand. The challenge was to rekindle that love while communicating the brand's gluten-free news and show consumers that giving is receiving. Our communication challenge was about tapping into the brand love that existing and reposition Cheerios in a way that was relevant to today's consumers, but also to add genuine meaning and feeling to what can be seen as an emotionless stock-up purchase. 

CASE STUDY

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CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);PACKAGING;PRODUCT DESIGN;RETAIL EXPERIENCE;In-store Merchandizing;POP;SALES PROMOTION;SOCIAL MEDIA

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English