The Ask
Develop a cross-platform campaign to increase awareness and drive trial of General Mills new product, Tiny Toast cereal, amongst millennials (18-34).
Research
The cereal market is saturated and shrinking with a decline in revenue growth of 2.1% annually. Secondary research sources...
According to research firms decline in cereal consumption is due to two major factors:
Perception of cereal as being high-sugar and processed
Our SMP fights this idea that cereal is fake-tasting by focusing on real, wholesome taste.
Competition with on-the-go breakfast alternatives
Our SMP includes “bite-sized” because the cereal is in small, snackable bites you can take on-the-go. Other brands such as competitor Special K are flakes which are harder to snack on.Primary research sources...
-questions we asked; agree with these two things above; quotes
Strategy
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Executions
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Mauris id fermentum nulla. Nulla lectus ante, consequat et ex eget, feugiat tincidunt metus. Maecenas non leo laoreet, condimentum lorem nec, vulputate massa. Suspendisse nec congue purus. Quisque congue porttitor ullamcorper. Aliquam bibendum, turpis eu mattis iaculis, ex lorem mollis sem, ut sollicitudin risus orci quis tellus. Suspendisse nec congue purus.