GENENRAL MILLS - RETAIL MEDIA
Retail Media Networks, everybody’s got one. I joined a content studio charged with creating custom, digital campaigns for General Mills media buys with Walmart, Amazon, Target, Instacart and Kroger. Our work includes all the iconic General Mills brands Americans love and devour. Def learned to speak a new language so close to cart, a language defined by retailer differentiation and distinct shopper profiles. I even mastered the art of campaign sell-in with buyers with the power to gate-keep which programs go live.
1 HOLIDAY CONCEPT / 3 RETAIL MEDIA NETWORKS
THE ASK: Leverage a Chex X Peanuts collab and showcase it three different ways across three retailers. “Good grief” this was a fun one.
WALMART
AMAZON
TARGET
WALMART - PILLSBURY MEAL SOLUTIONS
THE ASK: Create a scale program for Walmart promoting the idea “Add Pillsbury to whatever you’re having and it becomes a meal.” Four concepts were shown. Dough Boy Dinners took the prize. Product innovations and seasonal pushes were rotated in to keep the Brand Shop fresh as a warm crescent.
“Wrap you li’l boos” might be my favorite piece of instructional copy that’s ever crossed my desk.
WALMART - HARRY POTTER FRUIT SNACKS
THE ASK: Promote an LTO, Harry Potter-themed fruit snack. “The Snack for Any House” KV was chosen and informed the onsite and offsite media.
WALMART - BLUEY GO-GURT
THE ASK: Promote Bluey Go-GURT as a Halloween kid-dependent snack that puts Spooky Season fun into kids’ hands.
WALMART - BLUE BUFFALO
THE ASK: Tout the adventurous spirit of Blue Buffalo Wilderness by taking a cheeky jab at show dogs in banner ads running during the AKC Westminster Dog Show.
AMAZON - NEW YEAR NEW YOU/MACROS
THE ASK: Come out swinging right after the holidays with a campaign promoting better-for-you products from the General Mills portfolio. Then, when the New Year’s goal-setting has waned, flip to messages hyping nutritional qualities like protein and fiber.
CONCEPTUAL TERRITORIES
Brand Store 1
MACROS Display Ad
BRAND STORE 2
NEW YEAR NEW YOU DISPLAY AD
WALMART - BOX TOPS FOR EDUCATION
THE ASK: Flood the Walmart ecosystem, onsite and offsite, with an exclusive DOUBLE THE BOX TOPS message for the biggest General Mills promotion of the year. Apologies for all the ad units. I wanted to demonstrate I get what’s gotta get done for Walmart.
AMAZON - Back to school & Game Day
THE ASK: Take the DNA of the General Mills fall sports campaign and infuse it into two of the biggest selling periods on Amazon. The “Playbook” idea was ours, offering solutions for busy moms wanting to be MVPs of getting kids back on the bus and getting friends gathered around for Game Day fan festivities. This campaign tapped the entire Amazon ecosystem, including two Amazon LIVE streams, brand stores, stock-up-and-save offers, Alexa home screens, Fire TV. You name it, General Mills and Sportscaster Erin Andrews came to play.
AMAZON - LÄRABAR
THE ASK: Create an above-the-line style campaign for LÄRABVAR that would only live on Amazon. The brand was funneling all they had for the year into a single Amazon effort for PRIME DAY. Our campaign “Real. Good.” was inspired by the brands very ethos of real ingredients that are good for you and good tasting. The success of our idea prompted LÄRABAR to invest the idea across other retail channels.
AMAZON - “THE RUNARAOUNDS” Back-To-School Concept pitch
THE ASK: Could GMI leverage the launch of “The Runarounds” on Amazon Prime as a BTS platform? NGL, it was tough, but this one idea struck a chord with Amazon execs. Ultimately, timing was off and the “Playbook” program you see above won out.
TARGET - BRAND STORES
THE ASK: Create brand stores for Game Day, Halloween and Holiday. Obvs, Roundel builds them and applies their editorial constraints, but our first-round presos with clients were met with much tough decisions of the best kind.
GAME DAY
HALloween
AMAZON - “YES , PET CHEF” - YEAR 2
THE ASK: Assist in the return of a highly successful Blue Buffalo promotion. Pet parents were already assembling culinary creations for their fur babies. This promotion tapped into the cultural zeitgeist of “The Bear” to shine the spotlight on Blue Buffalo products and how they have all the right ingredients to pamper your pet. While the idea was established year prior, I had the opportunity to influence the autumnal, recipe card aesthetic and cinematic style of year-two’s execution.
BRANd STORE
OLV
AMAZON - Press Play For Nature
THE ASK: With many shoppers leery of corporate green-washing, General Mills discovered a way to allow shoppers to give back to National Parks simply by supporting products they believe are doing good in the world. “Press Play for Nature” leveraged the entire Amazon ecosystem to promote: 1)A streaming video component promising a donation for every hour shoppers streamed films and documentaries featuring national parks. 2)A stock up and save offer for General Mills products that gave shoppers a chance to support brands obviously doing good in the world. The results were as spectacular as the vistas the program set out to preserve.
INSTACART - CEREAL & MILK
THE ASK: Tap into the insights of Instacart shoppers as BTS sneaks up on them and they need SUPPLIES!
KROGER
THE ASK: A scale program with GMI products and Kroger store brand essentials themed to “It’s fall, stock up to celebrate the season.”
