“Both of these campaigns, in their own different ways, really try to reflect more of what we hear from consumers, which is: there are not that many perfect, calm moments in the day,” said Martin. “There are little interactions that show how we love and care for each other, and food can be a big part of that.”
Annie’s, for example, took insights from a campaign it ran last summer centering Hispanic families. After speaking with parents, the brand learned that they value moments like family meals and playtime, and believe that “childhood sets kids up for being happy, healthy adults,” said Melissa Guarnaccia, General Mills’ natural and organic business unit director.
“What we wanted to do is capture the essence of that parent perspective and also the fun kids’ side, because Annie’s is a brand that is about delighting kids just as much as it is about making parents feel good about what they’re buying,” she told ADWEEK.
Similarly, Cheerios targeted younger families this time around, a pivot from its previous ads, which were geared towards 55 and older consumers and emphasized the cereal’s “heart-healthy” benefits.
“Full O’ Good” sets out to invite the next generation of families to eat Cheerios, said Emilie Knox, morning foods vice president and business unit director at General Mills. Putting out that message around the back-to-school season presented the right moment.
Knox added that back-to-school season is a “key moment in time that has a lot of emotion,” she said. “We’ve been trying to make ‘good’ in people’s lives for many years and wanted to now infuse that in a more modern, relevant way.”
Inflation Bites
Zooming out, General Mills is feeling the pinch of inflation’s impact on groceries. According to data from the U.S. Department of Agriculture (USDA), supermarket food prices are predicted to increase 2.2% in 2025.
In June, the company and Box Tops for Education launched a free snack program allowing families to earn a free snack via rebates when they purchase a General Mills product from brands like Annie’s, Cheerios, Pillsbury, and Totino’s.
