Campaign details
Advertiser: General MillsBrand: Honey Nut CheeriosAgency: Veritas CommunicationsCountry: Canada
Background/Summary
Honey Nut Cheerios (HNC) is the top performing cereal brand for General Mills. But due to competitive factors and consumer taste changes, the brand was at risk of losing its dominant position.
HNC has always masterfully promoted its functional attributes and benefits. However, to attract the elusive Millennial target, we needed to find a way to show that we cared as much about our collective world as we did selling our cereal to them by creating a new campaign and associated...