General Mills partnered with Got Milk? to celebrate the perfect combination of cereal and milk. We were tasked with elevating this partnership in a way that seeped into culture and created brand lift as well as awareness of the specialty Got Milk? cereal package design. The initial client brief was essentially a blank slate, so SGK ideated an experience that could be executed within the closures and restrictions of Covid, combined digital and physical elements, and leveraged social media to reach a huge set of target consumers.

Morning in America was once ushered in from deliveries by your local Milk Man - by truck and bicycle, delivered fresh daily to your doorstep. Our concept was to bring that experience of yesteryear forward to launch this iconic partnership... with a fun new twist to amplify the General Mills brand. Instead of milk, we delivered cereal to doorsteps - to surprise and delight recipients while at the same elevating consumer demand for milk a la vintage Got Milk? ads. Capturing content of the entire experience was key in sharing the story over social media, and deliveries were made to high profile TikTok stars who churned out content that reached millions.

We strived to create an IRL experience within the realities of Covid, approaching it strategically in order to maintain safety and compliance. For a safe IRL moment that could be amplified through social, we implemented an influencer marketing model and delivered product directly to targeted influencers. We deconstructed the “seeding” moment and focused the energy of the experience on the actual delivery, versus just the contents of the delivery. The influencers were selected based on their extensive TikTok and targeted consumer demographic followings (millennials & post-millennials). This focus created the most potential for their campaign challenges (ex. Milk Mustache Challenge), to achieve maximum visibility and go viral, extending the campaign directly into consumer culture.

For initial announcement to the market, we launched a custom content piece that highlighted the morning delivery and introduced The Cereal Man to the world. Days later, The Cereal Man started IRL deliveries to TikTok influencers, who created individual custom content moments as well as a “Milk Mustache Challenge” to the next influencer. We also shipped PR specific product kits to drive additional media buzz.

45+ Million Impressions on social platforms from 1.8.21-2.28.21