Cheerios and Annie’s are debuting new brand campaigns just in time for back-to-school season.
The General Mills brands rolled out a series of ads, created by Mother, showcasing families making memories and sharing meaningful moments.
Cheerios debuts “Full O’ Good,” a platform grounded in the belief that the world is full of good, if one chooses to look for it. Its hero spot is set to Soul II Soul’s 1989 hit “Back to Life (However Do You Want Me)” and shows kids enjoying the O-shaped cereal, or packing it as a snack, before heading to school.
Similarly, Annie’s wants consumers to know that the table is more than a place to eat. Its “Ingredients for Childhood” ads champion meal and snack time as a moment for kids and parents to connect.
“We’ve always been a house of brands versus a branded house, so we believe that it’s important for the consumer to have a relationship with the brands themselves. That’s where we build connections,” Doug Martin, General Mills’ chief marketing officer (CMO), told ADWEEK. “These campaigns are both examples of how we’re trying to maintain that connection and refresh it continuously.”
“Full O’ Good” and “Ingredients for Childhood” mark Mother’s first creative work for General Mills since the company added the agency to its creative roster in September 2024.
Cheerios’ campaign will run across linear TV, online video, over-the-top (OTT), social, print, out-of-home (OOH), and digital display, while Annie’s will run across premium online video, social media, and display.
Centering Families
General Mills aims to reflect life’s everyday moments in its advertising in an effort to underscore how families can connect over its products.
