#HowToDad campaign positions new cereal flavour as dad’s partner in making mornings awesome
Tapping into dad’s desire to connect and engage with his children in a fun and meaningful way, Cheerios has launched a creative campaign for its new Peanut Butter flavour that salutes how awesome it is to be a dad. Embracing dads as fully capable parents, albeit somewhat more unconventional than moms, the new digitally-led campaign aims to get dads excited to buy Peanut Butter Cheerios and help make breakfast more special for their kids.
“The Cereal category is traditionally more of a health-oriented “Mom” space – even though recent studies show that men do nearly half of the family’s grocery shopping, nothing in the Cereal aisle has ever truly spoken to Dads,” says Jason Doolan, director of marketing, General Mills. “We’ve set out to change that by celebrating what it means to be an awesome dad.”
Created by Tribal Worldwide Toronto, the socially-driven campaign features an upbeat online video that celebrates the insight that dads parent differently, and places Peanut Butter Cheerios at the heart of all the zany, funny and epic situations that kids get themselves into under dad’s watch. The video then drives viewers to HowToDad.ca for bite-sized sharable content that resonates with dads. Four 15-second preroll spots, widespread display advertising and targeted promoted social posts round out the program, which is all unified under the #HowToDad tagline.
“It just made sense to declare Peanut Butter Cheerios as ‘The Official Cereal of Dadhood,’ because like great dads, Peanut Butter Cheerios lie somewhere in the intersection of awesome and responsible,” says Josh Stein, creative director, Tribal Worldwide – Toronto. “Dads are awesome and it’s awesome to be a dad. The new campaign creatively acknowledges that today, dads play a significant role in raising children, and celebrate their contribution.”
“The Official Cereal of Dadhood” launched on July 21, 2014 and will run until the fall.
About General Mills Canada Corporation
Established in 1954, General Mills Canada Corporation is based in Mississauga, Ontario. The company is best known for the many quality brands enjoyed by Canadian consumers each day. The company’s flagship brand is Cheerios*. Additional key cereal brands include Honey Nut Cheerios*, Oatmeal Crisp*, and Lucky Charms*. General Mills also makes Yoplait®, Betty Crocker*, Nature Valley*, Pillsbury*, Green Giant*, and Old El Paso* products.
General Mills is dedicated to fostering good nutrition and fitness behaviours amongst young Canadians through the Champions for Healthy Kids grant program. In other areas, General Mills has been a long time supporter of organizations such as Canadian Olympic team, Concerned Children’s Advertisers and Hockey Canada.
*Trademarks/Marques Déposée of/de General Mills or its affiliates.
® Trademarks of YOPLAIT MARQUES S.N.C. (France) used under license.
© 2014 Yoplait Canada
About Tribal Worldwide
Tribal Worldwide, a global creative agency, draws on its expertise in digital innovation as well as its heritage of creativity and insights to craft effective marketing solutions that connect brands to people. Founded in 2000, Tribal Worldwide consists of 60 offices in over 42 countries with headquarters in New York, NY. In 2013, Tribal Worldwide was awarded Webby Agency of the Year and the network’s Canadian offices, in Toronto and Vancouver, was ranked #18 in the 2013 Gunn Report’s Most Awarded Digital Agencies in the World listing as well as the #1 Agency in Canada designation. Tribal Worldwide’s Canadian operation was also honoured with strategy magazine’s Digital Agency of the Year award in both 2012 and 2013, and was named Top Creative Agency in their 2014 Creative Report Card.
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