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General Mills breaks Multi-Grain Cheerios campaign

General Mills Canada of Mississauga has begun a new marketing campaign for its Multi-Grain Cheerios breakfast cereal. The campaign, developed by Cossette, is intended to draw attention to the potential drawbacks of dieting and the importance of living a balanced life. The campaign features a 30-second commercial depicting young girls from kindergarten age to mid-teens, stacking blocks, playing with a yo-yo and riding a roller coaster. A voiceover says, "She will never care about the numbers. She will never stress over yo-yoing. She will never fear the roller coaster. Because she will never diet." The advertising is being supported with public relations from Citizen Optimum, along with a website, social media activities and special packaging. The brand will also participate in the Go Girls mentoring program for girls between the ages of 12 and 14, operated by Big Brothers Big Sisters.

"Too often, when people diet, it causes harm emotionally and physically and perpetuates a cycle of learned behaviour," said Jason Doolan, director of cereal marketing at General Mills. "We think there's a better way to live and we're making it our mission to educate adults on the powerful influence they can have on the next generation. We are very clear on our purpose. We are saying that proper nutrition and a balanced lifestyle is much more desirable and healthier than deprivation and the fallout often associated with dieting.  We want this generation of women to be the last to diet."

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