General Mills has rolled out a digital campaign that reinforces the company’s commitment to making its food more natural in order to keep up with increasingly health-conscious consumers.
The campaign, created by McCann New York, follows the food giant’s announcement earlier this year that said it plans to eliminate artificial colors and flavors from most of its cereals – including Reese’s Pieces and Trix - by the end of next year. According to General Mills, 60 per cent of its cereals are already free of artificial ingredients, but it wants to bump that number up to 100 by 2017.
In a playful film called ‘Parent Promises' animated by production studio Buck, a mom details the pledges she has made to her children to keep them healthy and happy.
“I will answer as many of your questions as humanly possible,” she says, “and bite my tongue when you repeat verbatim the things grandma says I’m doing wrong.”
At the end, a male narrator says: “You never stop trying to be better, and neither will we. We are committed to removing artificial flavors and colors from our artificial sources from our cereals, so you and your family can love them more than ever.”
‘Parent Promises’ will run on Facebook, YouTube and the company’s corporate website. An Instagram component will see social media influencers posting promises they’ve made to their loved ones, illustrated by typographers Oli Frape, Annica Lydenberg and Lindsay Loechler (see below).