Cereal is a beloved American staple, going back more than a century. What could be more iconic than starting the day off with a big bowl of cereal? Lately, even as in-home breakfast consumption has gone up, cereal consumption has gone down. General Mills knew something had to be done to reverse this pattern. Using a comprehensive social media strategy, they sought to harness the nostalgic power of cereal by starting a conversation and creating a platform for sharing their engagement and love of cereal. On Facebook General Mills garnered 312,861 fans and on YouTube, using just four videos, they received a total of 151,406 views.
The success of the campaign provoked discussion from mainstream media, notably in a New York Times article praising the campaign for being brand agnostic.