General Mills
Hello, Cereal Lovers
Primary challenges to solve for:
Reclaim Breakfast Relevance
Cereal had quietly slipped from its throne as a go-to breakfast, edged out by options that felt more modern, portable, or health-forward. The challenge was to reinsert cereal into people’s daily consideration set not by competing head-on with nutrition trends, but by reframing its value. This meant reminding consumers that cereal wasn’t just fuel, it was ritual, comfort, and a small daily moment of joy worth returning to.
01
Turn Nostalgia into Participation
While many people had fond memories of cereal, nostalgia alone wasn’t enough to drive behavior change. The opportunity was to transform passive sentiment into active engagement by inviting people to celebrate cereal culture in a more expressive, communal way. This required creating a platform where fans could see themselves reflected, contribute their own takes, and feel like part of something larger than a single campaign.
02
Bridge Brand Storytelling with Digital Experience
To bring the campaign to life, the digital experience needed to carry the same energy as the broader campaign while offering something uniquely interactive. The website became the connective tissue, translating broadcast and social storytelling into an experience users could explore, engage with, and share. It balanced playful content with intuitive design, ensuring that the tone felt spontaneous while the experience itself remained seamless and accessible.
03
About
Hello, Cereal Lovers was a nationwide digital campaign created to reconnect consumers with General Mills cereal brands by celebrating the nostalgia, creativity, and fun associated with breakfast. The experience served as the campaign's digital hub, combining storytelling, social engagement, recipes, and user-generated content into a cohesive cross-platform experience.
Challenge
With changing consumer habits and declining cereal consumption, the objective was to reposition cereal as more than just a breakfast food. The experience needed to inspire participation, strengthen emotional connections with the brand, and seamlessly integrate social media, campaign content, and interactive features into a unified digital destination.
Approach
Partnering with UX designers, copywriters, and stakeholders, I led concept development, experience design, and visual direction for the campaign. Through user research, collaborative workshops, and iterative design, we created an engaging, content-rich experience that balanced brand storytelling with intuitive navigation and responsive design across desktop and mobile devices.
Impact
The campaign generated significant social engagement, encouraged user participation through recipes and shared content, and helped reinforce cereal as a fun, culturally relevant product. During the campaign period, General Mills reported a 4% increase in cereal sales, demonstrating how thoughtful digital experiences can support measurable business outcomes.