General Mills begins Peanut Butter Cheerios campaign
General Mills has begun a new campaign in support of its Peanut Butter Cheerios cereal brand called "How to Dad." The campaign, developed by Tribal Worldwide Toronto, presents the product as a way for fathers to connect with their children at breakfast. The effort features online video depicting the ways in which men parent differently. The campaign consists of four 15-second pre-roll ads, supported by display advertising and promoted social posts, as well as a website at <http://www.howtodad.ca>. The campaign will run through the fall.
"The cereal category is traditionally more of a health-oriented mom-space," said Jason Doolan, director of marketing at General Mills. "Even though recent studies show that men do nearly half of the family's grocery shopping, nothing in the cereal aisle has ever spoken to dads. We've set out to change that by celebrating what it means to be an awesome dad."