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 were hard, if not impossible, to find. News was rife with stories of panic buying, stockpiling, price gouging and rationing of limited supplies. Consumers were frustrated and mad.

Among the many angry consumers, one vocal, small-but-mighty contingent made their presence known: Fans of Grape-Nuts cereal. After months of not being able to find their beloved cereal on grocery store...

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