Frosted Flakes has always been about helping kids be their very best. But after years of successfully building a relationship with kids, we needed to solidify this position with moms.

The insight was simple: moms recognise that local playing fields are the very places where their kids learn life lessons that help them grow and become better, stronger, happier people.

So Frosted Flakes created the PLANT A SEED programme – rebuilding 30 local playing fields across the country to give kids great places to be their very best.

Before any field can grow you need one thing: a seed. So we chose unique design elements by looking at actual vintage seed packs. But instead of the names and pictures of flowers, these packs featured pictures of children and the qualities that 'grow' in kids when they play sports: Confidence, Determination, Leadership, Perseverance, Courage, and Friendship. The very qualities that any mom would want their kids to have.The photography showed kids caught in real moments while playing sports. Not the clichéd homerun or game-winning-goal ones. But moments that would resonate most with moms: when their kids are trying hard, showing confidence and determination. Acting like leaders, teammates and friends. And being their very best.

3,400 fields were nominated, and over 1 million votes were cast at FrostedFlakes.com. On the site, users averaged twelve page views and five minutes per visit.The programme took on a life of its own with massive online and real-world grass-roots efforts, user-generated content that flooded YouTube and Facebook, and dozens of regional newspaper articles appeared – all in support of individual local fields.Best of all, thousands of kids got new places to play, to grow, and to be their very best. And moms helped make it happen.