a whole load of grains
Multigrain cheerios contain 5 whole grains (wheat, rye, barley, oat and bran) and are packed with fibre, vitamins, minerals and calcium which are important for the maintenance of a healthy body.
Playing on the fact that these Cheerios are full of wholesome goodness by implying they are heavy due to how much nutrients they have.
INSTAGRAM: DELAYED AD
To promote the campaign on Instagram, cheerios will run an ad that is too heavy to scroll through. Once it pops up on your feed you cant scroll down for 10 seconds - because the cheerios are so packed with whole grains.
PR: CHEERIOS x TESCO
Cheerios will also collaborate with Tesco, with a bag for life to promote Cheerios ‘A WHOLE LOAD OF GRAINS’. Instead the bag will say ‘A WHOLE LOAD OF GROCERIES’ as it is a heavy duty grocery bag. This links to the idea of Cheerios being heavy and filled with goodness.
PR: CHEERIOS x GYMS
Cheerios will collaborate with gyms to launch their ‘A WHOLE LOAD OF GRAINS’ campaign. ‘A WHOLE LOAD OF GAINS’ PR stunt uses weightlifting equipment to represent the idea of Cheerios being heavy and full of wholegrain goodness.
CREATIVE TEAM: VICTORIA ONAIYEKAN & AÏDA KNIPP