Cheerios Moments of Good
A year long campaign with concepting six unique moments of good giving back to different organizations and driving brand affinity among the target demographic.
Art Direction • Experiential • OLV
campaign recap
the challenge:
Reengage millennial mom’s affinity for the brand by tapping into a modern need to support brands whose values align with yours. The majority of this target grew up eating Cheerio’s but they didn’t have the same emotional connection as they do to popular DTC brands that have more altruistic DNA.
the idea:
The idea was to create unexpected, interactive pop-up events and experiences that reward those who are doing good in their local communities. Over 4 months we executed 8 moments, designed 42 gift tags, 38 stickers 8 giant checks and 1 Rube Goldberg machine. We fed hungry animals, created a garden for little tennis pros and planted flowers for bees. After all that it was clear that this campaign truly made good go round.
almost $500,000 donated
6 states impacted
cheerios sales spike at Walmart
Silver Ex Award
Silver Reggie Award
