The CPG giant pledged 15 cents (up to $10,000) to national hunger relief organization Share Our Strength’s No Kid Hungry campaign for every redemption of a digital coupon awarding $1 off the purchase of two participating General Mills cereals by a loyalty cardholder. Valid Feb. 19 through March 11, the effort enjoyed a longer promotional period than usual micro-holiday tie-ins. The manufacturer giant also made an additional $10,000 donation to the nonprofit for a maximum total donation of $20,000.
A slew of digital support employing a colorful and bright creative included home page display ads on most chain websites that linked to a splash window inviting loyalty members to clip the $1-off coupon from the digital coupons page.
Full-page features in the digital version of respective March 5 and March 7 (depending on the chain) digital circulars also highlighted the campaign, inviting shoppers to “Milk it.” Highlighting the donation and No Kid Hungry, the features also directed shoppers to nokidhungrycerealday.com, a dedicated microsite detailing the campaign.
In additional related activity, Stop & Shop took to Facebook, Instagram and Twitter on March 7 to ask consumers “Which cereal are you?” and spotlight classic 90s cereal packages, each with assigned personality traits. For example, characteristics of General Mills’ Lucky Charms people are “always has the best luck” and “loves adventuring,” while Kellogg’s those of Froot Loops people are “have a vibrant personality” and “likes to pour the milk before the cereal.” On Instagram, the chain invited consumers to tag themselves in the comments section and offer up which cereal they relate to most.
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