The goal
Increase awareness and support the national brand campaign focusing on "Bread Lovers." The key focus in this program is to drive engagement and build affinity for the Country Harvest brand.
The campaign
The key focus in this program is to drive engagement and build affinity for the Country Harvest brand. A creator program showcasing recipes for bread lovers through static and video content to encourage engagement.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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