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General Mills powers up back-to-school program

Back-to-school promotion combines cereal, snack and yogurt category

Next month children across Canada will be donning knapsacks and packing pencil cases in preparation for their first day of school, and General Mills is reaching out to moms to make sure every student is ready.

The food manufacturer’s program encourages moms to “power up your back to school hero.”

“For moms this is a very exciting time of year, and there’s a bit of mixed emotion when it comes to watching your child grow up and embark on this new adventure,” explains Emma Eriksson, marketing director, cereal for General Mills Canada. “She really wants to make sure she sets her child up for success.”

To help with that challenge, General Mills put together a comprehensive program that for the first time combines three separate categories: cereal, snacks and yogurt.

Bringing the three categories together means numerous breakfast, lunch and snack options for kids, says Eriksson.

The program also helps bring together several new launches from the categories. Cereals like Cheerios, Cinnamon Toast Crunch and Lucky Charms are part of the promotion. On the snacks side, Nature Valley is pushing its new peanut-free offerings that sport Minions and Frozen characters on the packaging.

When it comes to yogurt, this past April General Mills revamped its Yoplait Yop drinkable yogurt with a new product formulation and more modern packaging.

Eriksson says the products contain the nutritional credentials mom is looking for, including whole grains, natural ingredients and a source of fibre, while the flavours and packaging will appeal to kids.

“We’re really hoping to get the best of both worlds,” she says.

In store, the program will be promoted through creative POS displays across different aisles. And for the first time, General Mills is investing in TV advertising during the last week of August and the first week of September.

General Mills will also be leveraging its social media channels and blogger outreach program to help pass on back to school ideas and tips to mom.

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