Cereal is a mainstay of the American diet. Since the introduction of cereal in the 20th century, which evolved from oatmeal and granola, we’ve been enjoying this simple, ready-to-eat meal around our breakfast tables…. and in the evening, as a quick, it’s just me and I don’t want to clean dishes, dinner solution… and as an afternoon snack… and as a late night I’ve got the munchies but I don’t want to go out hunger fix.
Although considered a basic breakfast staple, cereal has made its way into the American lifestyle as a popular, anytime meal. There are even restaurants purely dedicated to cereal, like R U Cereal in Albuquerque and Cereality Cereal Bar and Cafe at Terminal C in the Dallas-Fort Worth Airport. People love cereal.
General Mills is embracing cereal lovers everywhere with its website and social media campaign, Hello, Cereal. Its Facebook group alone has 313,000 followers and is growing.
According to a recent article in the New York Times:
The Facebook group is part of a broader online effort by General Mills that includes a Web site, and accounts on social networking sites like Twitter, Instagram and Tumblr. While representatives of the company tend to post about popular General Mills brands like Cheerios and Lucky Charms, the company occasionally takes the counterintuitive approach of highlighting rival cereals.
On Facebook, for example, Hello, Cereal Lovers featured a recipe suggested by a user made with Post Honey Bunches of Oats, while on Twitter it reposted a recipe made with Post Fruity Pebbles and Kellogg’s Rice Krispies.
Carla Vernón, marketing director for General Mills cereal, said taking a “brand agnostic” approach was suited to social media.“It is a new framework to consider now that we’re in great conversations with the people that buy and enjoy our products,” Ms. Vernón said. “It’s important for us to be authentic and recognize what they want to share and hear about.”
The first Twitter message was sent in December and the first post to Facebook was made in January, but Ms. Vernón said that the effort had thus far been “piloting and learning” and that “it’s really truly in launch phase right now.”
So by embracing cereal as a whole and being inclusive of all brands (though it does primarily promote its products) has General Mills elevated the conversation about cereal? Through this platform, GM promotes cereal as more than just a breakfast solution and embraced consumers using cereal for multiple usage occasions and different functions. From coatings for chicken to ice cream toppings to crafted jewelry, cereal is versatile, going beyond the bowl and milk.
What can other brands take away from this campaign? Is it enough to embrace the consumers that already love your product or category, in order to get them to buy more? Or does this type of campaign need to incorporate more elements to also drive conversion, to up sales in general? Should your campaign be inclusive of competitors, if consumers are helping to drive the content and conversation? It’ll be interesting to see where this campaign is after a year and how other brands may employ something similar or better.