As preferences for cereal shifted, it was vital for General Mills Cereals to regain the trust of skeptical consumers.

 

When the iconic cereal portfolio responded by removing artificial colors and flavors and lowered sugar, relevant influencers were engaged to help deliver the news in real and meaningful ways.

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For more than five years, Ampere served as a member of an internal influencer marketing team that grew a network of more than 100 top food, lifestyle, parenting and health/fitness bloggers. The program centered around high-touch, transparent and personal relationship building methods, including in-person visits to Canadian oat farms and visits to General Mills World Headquarters.

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The success of the program was marked by shifts in company perceptions, a greater appreciation of the portfolio’s journey, and ultimately, brand advocacy and consumer rediscovery.