Effie Awards Category Context
By using the scale of retail brands like Walmart and Cheerios to bring goodness and infectious positive energy into the world, while surprising shoppers with random acts of goodness, the Moments of Good program proves that freely sharing happiness can not only improve shopper engagement and drive product sales, it can also lift an entire category at Walmart, the world's largest retailer.
With strategic activations across the ecosystems of both brands, Moments of Good was front and center throughout our shoppers purchase decision journey, fortifying her emotional relationship with Cheerios while fostering a unique sense of in-store excitement and urgency.
State of the Marketplace & Brand's Business
After more than 5 years of stagnation General Mills cereal began to slowly grow share in the competitive yet struggling ready-to-eat cereal category at Walmart. Although please with a 2% growth in share over rival Kellogg's1, General Mills cereal still faced continuing pressures from the ever-changing breakfast landscape, millennial shoppers desire for more convenient, filling and flavor-forward options and Walmart's limited display opportunities and overall cereal category shopping experience.