General Mills is relaunching its Oatmeal Crisp cereal in an effort to return the brand to the breakfast-cereal spotlight after nearly a decade away.
The rebranding campaign spots access the inner monologues of a young family during a day’s breakfast. Each of the three spots is a snapshot of an individual’s private early-morning musing: Mom wonders about her wardrobe, dad delights in his fantasy-sports wins and the family dog despairs what’s in his own breakfast bowl.
The campaign marks “an exciting opportunity to modernize the Oatmeal Crisp brand,” Jenny Chiasson, General Mills’ brand experience associate director for Canada, said in a news release. “We wanted to create a uniquely integrated campaign that adapts seamlessly to both markets, while breaking through the very competitive cereal category.”
The 15- and 30-second spots will run in both French and English. Cossette handled the creative and strategy for the campaign that launched last month on TV, web and OOH and UM worked on media strategy and buying. General Mills says plans are in the works to continue the campaign this summer.
The push comes after General Mills CEO Jeff Harmening announced last summer that the manufacturer would significantly increase its marketing spend in fiscal 2025 in an effort to keep its brands “front-and-centre for consumers.”
In February, General Mills cereal Reese’s Puffs launched a new creative campaign to celebrate Gen Z’s individuality and self-expression. The brand aimed to stay culturally relevant to that generation of teens, as they are the ones who significantly influence household purchasing decisions.
