Cheerios Moments of Good

General Mills

Case Study

The idea of breakfast has changed. With the convenience of portable foods, the ubiquity of QSRs, and an aisle that’s overwhelming, moms have fewer reasons to feel something for a cereal. Cheerios launched a nationwide effort to emotionally connect moms with Cheerios through Moments of Good: unexpected, interactive pop-up events and experiences that rewarded Walmart shoppers and those who were doing good in their local communities. The Moments spanned categories such as education, military and social give backs, and created millions of sharable moments.

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