Challenge
Three square meals are a thing of the past, snacks are the new meals of choice for millennials. Life is lived at a different speed with variety and nutrition crucial to keeping up with today’s schedules. Offering a wide variety of snack brands, General Mills (GMI) was looking to be the selection of choice for all snacking needs within the retail snacking space. The challenge, demonstrating that the retailer understands evolving snacking needs for foods that fit Millennial’s busy lifestyles.
Solution
Create a seasonal flex event showcasing how the wide variety of GMI snacking items fit into today’s active lifestyles. Encouraging the shopper to purchase more than they normally would through a stock up on participating GMI snacking items, offering great values and offers.
Process
Grocery shopping can be an overwhelming task, with a target audience on the move we needed a central color to catch the eye and simplify their snack shopping experience. Inspiring a smile, psychologically yellow can stimulate the decision making process and convey speed, aligning GMI products with the quick snack decision of choice. A nod to healthy snacking choices, the speed of life is illustrated through people revolving around larger than life GMI snacks. For ease of implementation across multiple retailers a seasonal palette and several touchpoint options were designed to create fresh flexible events throughout the year with guidelines on all available touchpoints showcased in an event toolkit.
