General Mills conducts Oatmeal Crisp campaign
By Derek Winkler
General Mills has begun a campaign for its Oatmeal Crisp breakfast cereal brand. Developed by Cossette, the campaign consists of three television commercials depicting a family breakfast from three points of view: the mother, the father and the pet dog. The ads, in 30- and 15-second versions, are intended to tell a complete story when seen together. The campaign also includes online and out-of-home advertising. Additional creative will be released in early summer.
“This campaign marks an exciting opportunity to modernize the Oatmeal Crisp brand, bringing a fresh, humorous tone that resonates with audiences in both English and French Canada,” said Jenny Chiasson, associate director of brand experience for Canada at General Mills. “We wanted to create a uniquely integrated campaign that adapts seamlessly to both markets, while breaking through the very competitive cereal category.”