Peanut Butter Cheerios: #HowToDad
Edward Lee
Campaign details
Brand owner: General Mills CanadaLead agency: Tribal Worldwide TorontoContributing agency: Cossette Media Brand: Peanut Butter CheeriosCountry: CanadaIndustry: Breakfast cerealsChannels used: Earned media, buzz, Internet - display, Internet - microsites, Internet - search, Online video, Social media, TelevisionMedia budget: 500k - 1 million
Executive summary
This case study describes how Peanut Butter Cheerios reached out to Canadian dads who were increasingly involved in everyday childcare choices.
When General Mills reintroduced Peanut Butter Cheerios in 2014, it had the...