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Alexis Johnson(December 14, 2023)2 min read

Case Study: General Mills' Minis Breakfast Bundle

General Mills, a titan in the food industry, known for its vast array of beloved brands, embarked on a creative journey to partner with us to introduce a new product line that miniaturizes the joy of breakfast: the Minis Breakfast Bundle.

Background

General Mills has a rich portfolio of cereals that have graced breakfast tables for decades. In a bold move to reignite consumer excitement and bring novelty to the breakfast experience, the company launched Minis versions of fan-favorite cereals: Cinnamon Toast Crunch, Trix, and Reese's Puffs.

Challenge

The challenge was to create a buzz around the new Minis cereal that not only highlighted the product but also engaged consumers in a unique and interactive way. General Mills aimed to transform the breakfast experience into something more than just a meal, making it a playful and creative start to the day.

Strategy

To celebrate the launch, General Mills partnered with us to create the "Minis Breakfast Bundle," a cleverly designed set of mini kitchen accessories that complemented the Minis cereals. This bundle included:

  • Cinnamon Toast Crunch Mini Fridge: A tabletop fridge to store mini breakfast essentials.
  • Trix Mini Utensil Set: A cooking set for making mini Trix pancakes and waffles.
  • REESE’S PUFFS Mini Muffin Mold: A silicone mold for baking mini cereal muffins.

The strategy was to "minify" the kitchen, encouraging culinary creativity and transforming the entire breakfast experience. The Minis Breakfast Bundle was not just a set of products but an invitation to families to engage in fun and creativity together.

general mills 1

Source: General Mills

 

Execution

The Minis Breakfast Bundle was made available for purchase on cerealsociety.com, creating a sense of exclusivity and urgency due to its limited availability. Additionally, the cereal boxes featured mini kitchens on the back, complete with stickers inspired by the cereals for decoration, enhancing the interactive experience.

Results

The Minis cereals and the accompanying kitchen bundles were launched with a clear message: everything is better when mini. This message resonated with consumers, offering a fresh take on breakfast that was both nostalgic and innovative. Influencer, @my.mini.bakes, shared their experience with the Minis Breakfast Bundle on TikTok.

@my.mini.bakes

Build your own mini kitchen on the back of the new cereal boxes - Mini REESE’S PUFFS, Mini Trix and Mini Cinnamon toast crunch, find Minis cereals in US grocery stores. Tag us @Cereal Society in your kitchen creations or use the hashtag #minifyyourmorning and show us how you went big, small #GMPartner #cereal #minis #breakfast #breakfastbundle

♬ Walking in a Dream - Muspace

Source: @my.mini.bakes on TikTok

 

Conclusion

General Mills' launch of the Minis cereal and the Minis Breakfast Bundle is a testament to the company's commitment to innovation and consumer engagement. By shrinking the kitchen, General Mills expanded the joy of breakfast, creating a memorable experience that goes beyond the meal itself. For more information, read General Mills’ news release.

 

Source: General Mills and FoodSided

 
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Alexis Johnson

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