Bringing back the balance for Breakfast Cereals Canada
The challenge:
Felicity was challenged to increase cereal’s share of breakfast occasions and position cereal as a nutritious and convenient option for busy Canadian families.
What we did:
- 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 (morningcrunchtime.ca) 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 percent of the coverage contained cereal key messages, with cereal being cited as an ideal back-to-school breakfast solution for hectic mornings.