Breakfast Cereals Canada

Bringing back the balance to breakfast cereal conversations  for Breakfast Cereals Canada

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The challenge:

Breakfast cereal was being lost in the back-to-school shuffle, so Breakfast Cereals Canada set out to position cereal as a nutritious and convenient option for busy Canadian families at this critical time of the year.

The Solution:

Felicity was engaged to develop a “good news story” at back-to-school time, and tell it via earned media.The team built a multi-faceted campaign to help Canadians reduce stress during “Morning Crunch Time”, with cereal as a key solution. An online destination ( was developed, and a roster of trusted Registered Dietitians were engaged across the country to champion the cereal story in media interviews.

The results:

The Morning Crunch Time campaign for Breakfast Cereals Canada exceeded expectations by earning positive media coverage from coast-to-coast. 98% of the coverage contained cereal key messages, with cereal being cited as an ideal back-to-school breakfast solution for hectic mornings.