The Problem

How do you break through the “sea of same” to invigorate sales in a rapidly declining food category?


Embracing #HowtoDad

When it comes to treat cereals like Peanut Butter Cheerios, we knew Mom would say “No” but Dad was more likely to say “Yes.” Given Dads’ more involved role in today’s modern family and penchant for “responsible fun,” we decided to do the opposite of the traditional and target the “biggest kid” in the family. We didn’t want to just talk to Dads, we wanted to celebrate the parent most likely to break the rules while still getting things done – welcome to #HowToDad. We launched Peanut Butter Cheerios as “The Official Cereal of Dadhood” and showed the world #HowToDad with a social campaign that championed today’s second favourite parent.


Exceeded campaign period targets by 20%


The launch of Peanut Butter Cheerios surpassed General Mills’ sales targets, and our campaign resulted in an online phenomenon with 56 million earned impressions, 5 million YouTube views, and 93% positive brand sentiment. General Mills was so happy with the results they repurposed the ads to promote Honey Nut Cheerios in the US.