Same old cereal,

a whole new conversation.


General Mills

Peanut Butter Cheerios


Product Re-position

Creative Campaign


How do you get today’s moms, to feed their children a flavoured cereal in an already declining category?



You don’t bother. You get dads attention instead. 

Times were a-changing - influences over the decisions in the grocery category were changing and dads' role was changing. This new dad was a perfect match for the brand. Just like dad, Peanut Butter Cheerios had equal parts awesome and equal parts responsible. This allowed General Mills to be the brand to lead a new era of dad-vertising. And I got a personal email from Sheryl Sandberg to boot.