General Mills and the benefits of brand "purpose"
Stephen WhitesideWarc
Eating a bowl of Cheerios breakfast cereal, Häagen-Dazs ice cream, or Progresso soup might give consumers a few moments of pleasure. But General Mills – the owner of these and many other category-leading food brands – is now aiming to connect with shoppers on a far deeper level.
"About a year ago, we sat down with all our brand teams and we pushed this idea of purpose," Mark Addicks, svp/cmo at General Mills, told delegates at the Advertising AgeDigital Conference 2014. "We asked our teams to say:...