GENERAL MILLS — ROSSSNODGRASS.COM

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 - YOPLAIT

THE ASK: Splash an EXISTING campaign across the Yoplait Brand Shop. I’m sharing this work to demonstrate how I’m always pushing boundaries to get brands noticed. In this case, working within WMC guidelines, I pushed our designers to shrink the colored bars and let the brand’s flowers and ribbons add some interest. If you’ve ever worked within the Walmart constraints, you understand how this is a win.

WALMART - OLD EL PASO BRAND STORE

THE ASK: An Old El Paso Brand Shop with the brand’s new look, tone and feel. “But first, tacos”- tell me to have breakfast tacos without telling me to have breakfast tacos.

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.