General Mills on transformation, disruption and ‘the squeezed middle’

General Mills has embarked on a project of marketing transformation as its re-tools its iconic brands to compete in the fast-changing grocery aisle.

Brad Hiranaga, Chief Brand Officer of General Mills, talks to WARC’s Anna Hamill on how to fight disruption, transforming a company’s marketing culture and using data to inform decision-making.

To see a list of the brands that General Mills owns is to take a tour through icons of American consumer history: Pillsbury. Betty Crocker. Cheerios. Yoplait. Lucky Charms. Nature Valley. One hundred brands and a $15 billion company, competing all over the grocery store.

But a glittering stable of legacy brands means little in the world of constant disruption, and General Mills has been no different in needing to...

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