General Mills – Totino's: OOH case study

General Mills, a manufacturer and marketer of branded consumer foods, created an out-of-home campaign in Denver in the US to boost the sales of its frozen pizza brand, Totino's, during National Marijuana Day.
  • To accelerate sales, General Mills needed to create a media activation that celebrated the 4/20 holiday (National Marijuana Day) in a legal market that offers a large-scale OOH footprint, so it chose Denver as its destination.
  • The campaign identified key Denver zip codes where males aged 18-29 live, work and play, marrying this proximity with the OOH footprint.
  • Totino's saw an 18% lift in turns year-on-year in Denver during the flight of the campaign and the campaign achieved a 47.9% reach of the target audience....

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