Cheerios: From 'love your heart' to 'unconditional love'

This case study explains how Cheerios, the cereal brand, created an emotional ad with a somewhat controversial theme to rebuild its connection with families in the US.

Cheerios: From 'love your heart' to 'unconditional love'

Saatchi & Saatchi

Executive summary

This is a love story.

This is the story of how planning found Cheerios a way out of a declining category by finding a point of view on something much bigger than the cereal. An insight about how people actually use the brand throughout their lives sparked a national conversation, a conversation about the greatest symbol of love we know: families.

Cheerios became the unlikely hero of American families everywhere, and became the most loved cereal brand in the category.


Cereal may not be the sexiest...

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