Post consumer brands: The great grape-nuts shortage of 2021

Grape-Nuts, a cereal brand, launched a campaign in the US to increase awareness, create positive perceptions, build advocacy and minimize the potential negative impact on sales.

Assignment Summary

How does a niche cereal brand use a product shortage (during a global pandemic, no less) to stand apart? By leaning all the way into it.

The pandemic wreaked havoc on supply chains everywhere. Once seemingly plentiful mainstream products...