Breakfast with love
Also in October, General Mills rolled out “Cereal con Cariño,” which translates to “Cereal with love.” The company partnered with major Latino personalities to share how cereal has had an impact on their lives in a series of videos hosted by You Tube’s Spanish channel, El Guzii.
|Leigh Lovett, senior marketing planner, cereal, General Mills|
“Cereal at breakfast is often viewed as a solo meal,” said Leigh Lovett, senior marketing planner, cereal, General Mills. “We wanted to challenge this notion. Although it’s a quick meal, cereal gives you more time for the cariño.”
She continued, “When you’re rushing in the morning all you need is a spoon, milk, bowl and cereal, and you can have a moment with your kids to talk about the day ahead.”
General Mills’ “Cereal con Cariño” program spotlights the care and affection that parents put into everything they do for their families.
“General Mills’ mission is to serve the world by making food people love, and we believe that food brings people together,” Ms. Lovett said. “Cariño can happen anytime. Cereal con Cariño celebrates those moments when families eat together, laugh together and share experiences.”
Post celebrates ‘multiplicity’
Another company looking to engage the Hispanic community is Post Holdings, Inc., St. Louis.
In late August, Post introduced a 360-degree marketing campaign for its Honey Bunches of Oats brand, which ranks third among R.-T.-E. cereal brands with dollar sales of $408,785,824 in the 52 weeks ended Oct. 30, according to I.R.I. The “THIS. IS. EVERYTHING.” campaign is designed to celebrate the “multiplicity of the product,” according to Post.
Post said it will utilize multiple touchpoints to bring the fully integrated campaign to life in order to engage consumers in person, on-line, offline and on multiple screens. Across all marketing platforms, the work interweaves memes from social media and pop culture references to tell the Honey Bunches of Oats brand story and allow consumers to play with and make the content their own.
The campaign kicked off with new commercial spots hitting airwaves in August. Two versions of the commercial were created specifically to engage both general and Hispanic audiences, Post said. The English-language commercial spots mash up iconic images with current pop culture memes to relay the timelessness and multi-sensorial experience of the cereal. Meanwhile, the Spanish-language commercial spots use images centered on cultural nostalgia and family. The advertisements will air across A+E Networks, Disney, NBCUniversal, Scripps Network Interactive, Turner, Viacom and Univision Network, amongst others, in both 15-second and 30-second spots.