DUNKAROOS

CONTEXT

As the Associate Marketing Manager, Kids Snacks at General Mills, one of the products within my portfolio was Dunkaroos.

Unfortunately sales of Dunkaroos had been declining for a number of years. We needed to turn the business around or get delisted and lose a large chunk of passive revenue. And the product had already been discontinued in the US.

I wrote the brief, and our agency partners took the meagre funds we could provide and pitched in a solid amount of their time pro-bono. Our approach was to remind people of their love for the product, using those who have already experienced the loss. The resulting idea was genius.

Before watching the video below, know this: the campaign only ran for one day, and that was not planned. Due to complications we can discuss, the only media support we executed was an exclusive in the Globe & Mail. There was no ad buy, no other media relations, no influencer seeding. Nothing. It’s a bit of a sad story, but it makes the results even more impressive. 

My responsibilities included: Business analysis, creative brief development, project management, budget management, empowering and allowing our agency partners to do great work.

 

Uploaded by The FAB Awards on 2017-05-18.

 
 

RECOGNITION

  • CPRS, Gold - Marketing Communications Campaign of the Year

  • FAB x2

  • Applied Arts x3

  • Shopper Innovation & Activation Award, Bronze

  • ADCC Merit

  • Webby’s Nominee

 
 

CREDITS

  • General Mills (Client): Jason Doolan, Ryna Gosalia, Zach Lieberman, Shawn Colle-Trip

  • Cossette (Agency): Creative // Peter Ignazi, Carlos Moreno, Spencer Dingle, Jordan Hamer; Strategy // Jay Chaney; Accounts // Wendy Morgado, Aniesha Farrington

  • Colony (Agency): PR // Amanda Schuchat, Jessica Greasley

My sincere apologies if you, or anyone else who should be, are not listed. Please contact me and I’ll fix it immediately.