INTRODUCING THE CEREAL MAN

A PARTNERSHIP WITH GOT MILK?

Los Angeles, CA

SERVICES

Strategy

Design

Production

Content Creation

Social Media Impact

Cross Brand Partnership

As General Mills debuted limited edition packaging featuring their beloved cereal characters donning the famous Got Milk? mustache, we saw an opportunity to elevate the shelf-bound packaging into an immersive, culturally relevant campaign built from the ground up. In order to create a memorable, impactful brand moment, we imagined new ways to bring the General Mills x Got Milk? collaboration to life beyond partnership packaging in stores.



By bringing the product directly to the people, we were able to make the deliveries a cultural experience on par with the iconic Got Milk? experience of the past, effectively moving the campaign from the shelves to the streets. 

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The concept centered around reimagining the traditional milk man through the lens of a modern brand experience, with a strategic day before, day of, day after approach to maximize engagement. We took influencer marketing one step further by delivering kits to influencers' doors for a curated experience every step of the way. Inspired by General Mills' rich heritage story, The Cereal Man delivered cereal(rather than milk) to doorsteps to surprise and delight recipients while simultaneously creating demand for milk a la vintage Got Milk? ads.

The Big G Cereal Man toured LA in a retrofitted truck, dropping off customized seeding kits for TikTok influencers across the city. As partners in the campaign, the TikTok-ers amplified their own personal content, garnering a staggering 25,901,600 TikTok views and over 3 million Instagram story views. Every detail told a curated story to build brand engagement with the younger generation. All in all, the Big G Cereal man delivered 45 million+ impressions worldwide.
SEVENTH GENERATION
— ZERO PLASTIC