Timmons & Company Capabilities | Advertising Agency Philadelphia | Markting C...
Campaign Plan
1. paige villiard
madeline hannan
claire dragich
katie hicks
lisa prather
emme beggan
research director
account director
media director
art director & copywriter
copywriter
pr and promotions director
25. 25
media flow chart
Conventional Media
Inthesecondflowchartwehaveourconventionalmediastrategy.TheconventionalmediaweareusingincludesNationalTelevision–
EarlyEvening/Fringe,SyndicatedTelevision–Rerun,NationalRadio–DriveTimes,SpotRadio–DriveTimes,SpotTelevision–Early
Evening/Fringe,NationalMagazines–GeneralInterestandNationalWomen’sMagazines.Correlatingwithourflightingwithhiatus
strategy,therearemonthswherethereisnoconventionalmedia.OurheaviestmonthsareSeptemberthroughDecemberwhenwe
plantofocusourgreatestresourcesandenergyonpromotingLuckyCharmstoourtargets.Wewanttogiveaback-to-schoolsnack
themetoourcampaign.Wedecidedthatbeingmostaggressivewithouruseinconventionalmediaintheback-to-schoolseasonof
August/Septemberwouldbethebeststrategybecauseitcanbeadvertisedasamust-haveschoolsnack.Thiswillattractbothcollege
studentsandmotherswhoarelookingforsnackoptionsforherschool-agedchildren.
Gross Rating Points:
o National Television - Early Evening/Fringe:AugusttoNovember-12,December-11,59total
o Syndicated Television - Reruns:August-10,September-25,OctoberandNovember-15,December-10,81total
o National Radio – Drive Times:August-20,September-85,October-40,NovemberandDecember-10andJanuaryandFebruary-3,
171total
o Spot Radio – Drive Times:August-5,September-45,October-25,November-10,December-5andJanuaryandFebruary-2,
94total
o Spot Television – Early Evening/Fringe:August-5,September-15andOctoberandNovember-5,30total
o National Magazines – General Interest:September-5,November-4,9total
30. 30
unifying elements
Theme:Magic
Tagline:“Magicallydelicious.”
Slogan:“Sharethemagic.”
Jingle:“MagicallyDelicious”classicjingle(instrumental)
Other continuity devices:
o LittleLucky
o TheRainbow
o TheRedCerealBox
o Marshmallowshapes
character profile
ThecharacterprofileoflittleLuckyisasfollows:Wewillbecastingared-hairedchildfrom 5-6yearsoldwithanapproximateheight
of3’0’’to 3’8’’.Hewillweartheiconicgreentophat,agreenblazer,andthebrightgreenscarfthatLuckytheLeprechauntypically
wears.HisgoalwillbetosharethemagicofLuckyCharmswitheveryonehemeets,usinghisquirkycharmandcuteness.Thecharac-
termustbeabletocharmandsurprisepeoplewithhisactions,thusrequiringachildwhoknowshowtobecomical.
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campaign advantages and appeal
o Usingamorerealisticstyleofadvertisement(i.e.strayingawayfromcartoons)willattractamorediverseaudiencebecause
cartoonsarelargelyassociatedwithchildren.Usingrealpeople,wewillbeabletocapturetheattentionofamorematuredemo-
graphic.Ourgoalinstrayingawayfromcartoonsistokeepourtargetaudiencesfromtuningoutofthecommercialandthenew
messagecontentthatwehavetooffer
o Wewillalludetomagicthroughvisualcuespayinghomagetothelongestablishedsymbolsofourbrand,makingitclearthatthe
advertisementisindeedforLuckyCharms
o Byusingachildinourmediaadvertisementsandincorporatinghumor,weincreasethelikelihoodofawiderangeofpeoplenot
onlyenjoyingthecommercialbutalsoforminganemotionalconnectiontothecharacter
o Throughthepromotionofthenewslogan“SharetheMagic,”weareinvitingouraudiencetoincreaseconsumptionoftheproduct,
inordertobeabletosharewithfamily,friends,peers,etc.WhenconsumershearthenewsloganandseeLittleLuckysharingwith
others,itwillhelpthemassociatethecerealwithgoodwill
unique properties
WhiletherearechangesbeingmadetoLuckyCharms’production(i.e.removingartificialflavorsandcolors),webelievethatour
targetconsumersaremoreconcernedwithaspectsofthebrandotherthanitsnutritionalvalue.Thereforewedecidedtoemphasize
thepositiveemotionalattributesthatLuckyCharmshastoofferinourcreativestrategy.
LuckyCharmsisafunandshareableproduct.Itsstrongbrandrecallevokesassociationswithplayfulandfunelementssuchasrain-
bows,magic,leprechauns,andyouthfulness.Inourcampaignwewanttoconvinceconsumersthatthattypeofhappinessandfun
shouldbeshared.Wewillbringthisideatolifewiththeslogan“SharetheMagic.”Inouradvertisements,LittleLuckywillsharethece-
realwithothers,spreadingnotonlythepositiveemotionalattributesofLuckyCharms butalsoencouragingconsumerstodothesame
withtheirowncereal.WewantouraudiencetonotonlyseethatLuckyCharmsisworthsharingbecauseofthemagicalexperience,
butalsoseehoweasyitistoshareinthefirstplace.WeaimtoemphasizetheconvenienceofeatingLuckyCharmsthroughouttheday,
wheneverit’sconvenientfortheconsumer.
audience impact
Whenourtargetaudiencesseeourads,wewantthemtofeelasenseoffun,whimsy,andmagicintheirmundaneroutine.Wewant
themtobesoenchantedbythehopeofapickmeupinthemiddleoftheday,thattheywilldecidetoconsumeLuckyCharmsmultiple
timesadayinordertoexperiencethatlittlebitofmagicasoftenaspossible.Inaddition,wewantthemtowanttosharetheexperience
withothers.Inessence,wewantaudiencememberstoberemindedofasituationthatmightresonatewiththemwhentheyseethe
ads;whetherthatisinanoisykitchen,inthecarstuckintraffic,asmallcollegedormroom,adarkstudyhall,etc.Wealsowantthem
tobedrawntothelittleelementofhopewhichisthemagicofLuckyCharmsrepresentedbyoneormoreofouraforementionedkey
elements.Lastlywewantthemtoactoffofthatlongingandbuythecerealasashareablewaytobrightentheday.
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brand impact
Our goals for the brand are:
o ToreassureconsumersthatLuckyCharmsismagicalandfun
o ToshowthemhowconvenientLuckyCharmsisasasnack
o Toencouragethemtosharethecerealwiththeirfriendsandfamily
Magical and Fun
LuckyCharms’marshmallows,withtheireverchangingshapesandcolorcombinations,makethe brandstandoutfromother
competitorsinthemarket.That,alongwiththebrand’semphasisonbeing“magicallydelicious”andusingLuckytheLeprechaun,
makeLuckyCharmsseemfunandplayful.Inourcampaign,wewillcontinuetouse iconicelementssuchastherainbow,marshmal-
lows,andLucky(reimagined)inordertoreinforcethatstrongbrandassociation.
Easy to Share
WewantallofourcurrentconsumerstoknowhoweasyandconvenientitistoshareLuckyCharmswithothers.BecauseLucky
Charmsusesmarshmallowstosweetenthecerealasopposedtoastickyorpowderycoating,itistheperfectcerealtosnackonbythe
handful,fromaplasticbagordirectlyoutofthebox.OuradswillfeatureLittleLuckysharingtheproductwithfriendsandstrangers
alikeinavarietyofcontextstoshowhowLuckyCharmscanbringpeopletogetherthroughsharing. Overallwewanttoencourageour
consumersnotonlytothinkofthemselveswhenbuyingaboxofLuckyCharms,buttothinkofwhoelsetheycouldshareitwith.
Snack Time Option
Asconsumersengagethisnewcampaign,theywillnoticealotofpeopleeatingLuckyCharmsinavarietyofenvironments,suchasin
acollegelibrary.Inthisway,wewillshowouraudienceanewwaytoincorporatetheproductintotheirday.Byfeaturingthecerealin
contextsotherthanthetraditionalbowlonthekitchentable,wewillshowpeoplethat“breakfastcereal”doesn’thavetobeabreakfast
food.
34. 34
Ends with the logo and a voiceover of the boy
saying “Share the Magic.” followed by the
xylophone jingle to the tune of “Magically
Delicious.”
commercial two
share the magic
Inoursecondcommercial,weseeLittleLuckygrownupasan18year-old.Itstartsoutwithhimmovinghisthingsintohisdorm
room,unpackingboxes.Hefindsagiftfromhismomthatremindshimofwhohewasasalittleboy.He’stransportedbacktohis
younger-selfmentality,sharinghisLuckyCharmswithfriendsandclassmates.Thecommercialendswithafinalactofsharing,
directedtowardhismom.Thisadisdirectlyreflectiveofbothourprimaryandsecondarydemographics.
[wide shot]
Little Lucky (now college aged) is unpacking his
things from a box in his new dorm room.
[close up]
He opens a box to find his old shirt, hat, a box of
Lucky Charms and a photo with a note on the back.
The photo is of him as a boy, dressed in the
leprechaun outfit. The note reads, “You’ll always
be our little leprechaun. Love, mom.” He smiles.
[wide shot]
Flash forward to (not-so little) Lucky passing the
box of Lucky Charms to his friends as they hang
out and joke around in the dorm room.
He looks up as he lets go of a red balloon, with the
box of Lucky Charms attached to the string. He
whispers, “And the red balloons!”
35. 35
[wide shot]
Cut to (Not-So-Little) Lucky snacking on Lucky
Charms in lecture, then passing the bag forward to
his friend, who looks back at him and smiles.
[wide shot]
(Not-So-Little) Lucky whips out a box in the
library and notices a classmate eyeing his snack.
He tilts it toward him to offer him some and the
friend takes a handful.
[close up]
Cut to his childhood home. His mom enters the
kitchen with a letter in hand. She opens it to find a
card reading “From Your Son.”
[wide shot]
Inside the card is a picture of (Not-So-Little) Lucky
holding up his old shirt with the top hat on his
head. There is also a handful of Lucky Charms
inside the card. On the back it reads, “I still am.”
Ends with the logo and a voiceover of the boy
saying “Share the Magic.” followed by the xylo-
phone jingle to the tune of “Magically Delicious.”
share the magic
40. 40
current public opinions
“toosugary”
“unhealthy”
“moreofadessert
thanacereal”
“marshmallows”
“deliciously
sugary”
“fun”
“magicallydelicious”
“nostalgia”
“childhood
memories”
news coverage shaping public opinion
health
declining cereal industry alternative cereal uses
campaign/promotional efforts
“GeneralMillssaysbyetodyeincereals”
ByMikeHughlett,StarTribune
June23,2015
“GeneralMillsGoesonaHealthierFoodKick”
ByTomWebb,SaintPaulPioneerPress
March26,2015
“Comfortoflongtimebrandsinspirecampaigns”
ByStuartElliott,TheNewYorkTimes
August27,2014
“NewLuckyCharmsmarshmallowscelebrategayrights”
ByMatthewHartvigsen,DeseretMorningNews
July3,2013
“Amorningmainstaynomore”
ByRobertA.Ferdman,TheWashingtonPost
March19,2015
“BreakfastbluesCerealsalescontinuetotumble,hurtingmakers”
TheNewYorkPost
February14,2015
“Cerealoutofashoebox:NewYork’slatestfoodtrend—Afashionre-
tailerin—whereelse?—Brooklynisturningtheclassicstapleofall-day
cerealintoamoneyspinnerataminimumof$6apop”
ByAnnaCodrea-Rado,TheGuardian
August29,2015
ItisimportantthatwediligentlytrackwhatthemediaissayingabouttheLuckyCharmsbrandinordertoaccuratelyandefficiently
addressanyconcernand/ormisconceptionthatcouldberelayedtothepublic.Thesearesomearticlescurrentlyshapingpublicopin-
ionabouttheindustry,bothpositiveandnegative.
PositiveNegative
41. 41
media and press relations
Strategy
o Beingproactiveintrackingallnewsoutlets,especiallytheNewYorkTimesandtheWallStreetJournal(whicharepopularamongst
bothtargetaudiences)
o SettingupGooglealertsforanyarticlethatfeatures“LuckyCharms”
o Communicatingwithconsumers:
o MonitoringLuckyCharmssocialmediaaccountstoseebothpositiveandnegativefeedbackaboutthebrand
o IssuingdirectrepliestocommentsandconcernsonTwitter,FacebookandInstagram
o Fosteringpressrelations:
o Providingspecificallytargetedmediacontactswithallnecessarydetails,opportunitiesforpersonalinterviews,andfirst-
hand informationconcerningbreakingnewsstories,eventpartnerships,andotherpromotionalefforts
Goals
o Tocreateapositiveandmutuallybeneficialrelationshipwiththemedia,whichisnecessaryforthemaintenanceofbrand
reputation
o Tobuildbrandloyaltyandestablisharelationshipwithconsumers
stakeholders kit
GeneralMillsandtheirvariousstakeholdersmusthaveamutualbenefitandinterestinworkingtogether.Weconsidertheserela-
tionshipstobevitaltothesuccessandgrowthoftheGeneralMillscompanyandbyextension,theLuckyCharmsbrand.Itisforthis
reasonthatLuckyCharmsshouldmakeitaprioritytoaddressstakeholders’concerns.
1. The Consumers:
a.LuckyCharmsconsumershaveconcernsforhealthaswellastaste
2. Government Agencies/Organizations:
a. Thegovernment’sprimaryconcernwhenitcomestofoodregulationsisfortheconsumer’shealth.
b. SinceGeneralMillshassuchaninfluentialshareinthefoodindustrymarket,theirdecisiontoremoveartificialflavors
andcolorsisawaytoappeasethegovernment’sconcernandhopefullymotivateothercompaniestodothesame.
3. Employees:
a. Withcerealsalescontinuouslydeclining,GeneralMillsemployeesareconcernedwiththefateoftheirjob.
b. ItiscriticalthatGeneralMillsfindsawaytoincreasethesalesoftheircereals,whichispartofourcampaignstrategyfor
LuckyCharms:toincreasefrequencyofconsumption.
4. Communities:
a. Numerouslocal,nationalandglobalcommunitiesrelyonthecharitablefundsthatGeneralMillsoffersthem.IfGeneral
Millssuffersdecliningsales,oneofthefirstcutbackswillbetheirdonationstovariouscommunityorganizationsthat
theypartnerwith.
42. 42
5. Investors:
a. IfGeneralMillssuffersaloss,thosewhohaveafinancialstakeinthecompanywillbeconcernedthattheytoowilllose
money.
6. The Media:
a. GeneralMillsreliesonthemediatowritenewsstoriesaboutupcomingLuckyCharmspromotionalevents,aswellasany
problemsorissuesthattheymighthaveconcerningtheirgoodsand/oremployees,suchasproductrecalls.
b. Itisimportanttomaintainapositiverelationshipwiththemediainordertogetbothpressconferencesandreleases
covered.
promotional efforts
Partnerships
Make-A-Wish Foundation
Wearepromotingtheideaofdoingapartnership,aplannedevent,andanInstagram
contestwiththeMake-A-WishFoundation.Thisisacharitablefoundationthatat-
temptstograntthewishesofchildrenwithterminalillnesses.Wewouldlikethispart-
nershiptostartinAugustof2017andendinDecemberof2017. Ourgoalistoraiseata
minimum$500,000.
Why Make-A-Wish?
1. Itisapopularorganizationthatresonateswithbothofourtargetaudiencesbased
onsurveysandpollsthatwehaveconducted
2. Thebeliefinmagic:bothbrandsbelieveinthepowerofmagicandattempttobringittolife.
3. ThereisnoconflictofinterestwithotherGeneralMillscharities
Big 10 Universities
WearealsopromotingtheideaofdoingapartnershipandaplannedeventwithBig10universitycampuses,specificallyintheir
libraries.WewanttheselibrariestohavesmallandlargeboxesofLuckyCharmsfeaturedinbothvendingmachinesandlibrarycafés.
Thispartnershipwillstartinthefallof2017andcontinuethroughouttheacademicyear.Ifthispartnershipissuccessful,wehopeto
expandtootheruniversitiesacrossthenation.
Why Big 10 universities?
1. Fromourobservations,wefoundthatcollegestudentsarehugesnackersanddomostoftheirsnackingathomeorinthelibrary
2. OneofourlargesttargetaudiencesiscollegestudentswhoattenduniversitiesintheMidwest
How will this accomplish our goals?
1. ThiswillhelptoincreasefrequencyofbrandconsumptionbyencouragingcollegestudentstoeatLuckyCharmswhilestudying
andspendingtimewithfriends
2. Inaddition,thiswillincreasebrandawarenessbecausestudentswillhavetheoptiontoeatLuckyCharmsataplacewherethey
oncedidnot
43. 43
Big 10 Universities
o ThiseventwilloccuronBig10campusesduringthefirsttwoorthreeweeksofthe
back-to-schoolseasonof2017
o ThiswillhappensimultaneouslywiththeintroductionofLuckyCharmstotheir
libraries(forthedurationoftheacademicschoolyear).
What will happen?
o FromeachBig10university,wewillhire15brandambassadorstostand
outsidedininghalls,librariesandothercampushotspots
o OneofthestudentswillbedressedasLuckytheLeprechaunbecauseweknowthat
studentswillwanttosnapchatortakeapicturewithhim,thusgeneratingbuzzon
eachofthecampuses
o ThebrandambassadorswillhandoutsmallplasticbagsfilledwithLuckyCharmsthatwillfeatureanoteinside.Thenoteswillsay
“I’mluckytohaveyou!”,“Goodluckonyourexam!”,or“Haveamagicallydeliciousday!”
o Thebrandambassadorswillhandouttwobagsperperson:onefortheindividualandtheotherfortheindividualtogivetoafriend,
familymember,teacher,stranger,etc.Hence,theslogan“SharetheMagic.”
o Atthebooth,therewillbeaposterexplainingourpartnershipwiththeMake-A-WishFoundationandstudentswillhaveachance
todonatedirectlytothecauseorhearaboutourInstagramcontest(seepromotionalInstagramcontest)
How will this accomplish our goals?
o ItwillincreasefrequencyofconsumptionbypromotingtheideaofeatingLuckyCharmsasasnack,possiblytriggeringacraving,
andencouragingthemtobuymore
o Itwillexpandbrandawareness,bygettingsamplesofthecerealtostudentswhomayhavenevertriedit
Lucky at the Make-A-Wish Foundation
o ThiseventwilloccurattheMake-A-WishFoundationheadquartersinPhoenix,AZoratcertainhospitalswhereMake-A-Wish
beneficiariesreside
o Thiseventisdesignedtoincreasebrandawarenessandpromoteapositivebrandimage
o ItwilltakeplaceattheendofDecember2017
o Ifthispartnershipissuccessful,wewouldliketomakeLuckyCharmsamorepermanentsponsoroftheMake-A-WishFoundation
What will happen?
o LuckywillgototheMake-A-WishFoundationheadquartersandgivethemthefundsthattheyhavepledgedtodonateaswellasthe
fundsthattheyhaveprocuredoverthelengthofthecampaign
o Thepresswillbetheretocapturethemomentandwriteastoryconcerningtheevent
o OursocialmediateamwillphotographLuckytalkingwiththechildrenandeatingLuckyCharmswiththem(ifpossible).
o Wewillpostthesepictureswiththehashtag#sharethemagic
o Wewillwriteapressreleasetoberelayedtothemediasothatthestorycanbefeaturedacrossallmajornewspapersandmagazines
planned media events
47. 47
Press kit
Backgrounder
The Make-A-Wish Foundation:
LuckyCharmshaspartneredwiththeMake-A-WishFoundation.LuckyCharmswillpresentanInstagramcontestthatwillfeature
contenderssharingLuckyCharmswithatleastoneotherperson.Foreverypostuploadedwiththe#sharethemagichashtag,wewill
donate$1tothefoundation.LuckywillthenappearattheMake-A-WishFoundationheadquartersinPhoenix,AZtopresentthe
donationsandinteractwiththechildren.Thisisdesignedtoincreasefrequencyofconsumption,expandbrandawareness,reinforce
brandideals,andtoshowthemagicthatLuckyCharmscanbring.
Big 10 University Libraries:
LuckyCharmshaspartneredwithBig10UniversityLibrariesbyfeaturingthecerealintheirlibrarycafésandvendingmachines.
TheywillalsopresentanInstagramcontestthatcorrespondswiththeMake-A-WishFoundationdonations.Thisisdesignedto
increasebrandawarenessandencouragepeopletoconsumeLuckyCharmsforasnack.
The Make-A-Wish Foundation Fact Sheet:
o ItwasfoundedbyScottStahl,LindaBergendahl-Pauling,FrankShankwitzin1980
o Itisanon-profitorganizationthatattemptstograntthewishesofchildrenwithlife-threateningillnesses
o TheheadquartersareinPhoenix,AZ
o Thereare61chaptersnationallyand38affiliateofficesinternationally
o Thewishprocessisasfollows:areferralisgivenforachildaged2½to17,diagnosedwithalife-threateningmedicalcondition.The
treatingphysiciandeterminesiftheyaremedicallyeligible.Ifeligible,thevolunteersspeakwiththechildtolearnabouttheirwish.
Thewishisthengranted
o Theirmissionstatement:“Wegrantthewishesofchildrenwithlife-threateningmedicalconditionstoenrichthehuman
experiencewithhope,strengthandjoy”(Make-A-Wishwebsite)
o In2014,theygrantedmorethan14,200wishes
o Ithasmorethan27,000volunteersacrosstheUnitedStates
o Accordingtotheir2011WishImpactStudy,resultsshowedthatgrantingachild’swish
improvedtheirhealthandstateofmind,andstrengthenedtheircommunities
o ThecurrentCEOisDavidA.Williams
o Theirrevenueis64.85milliondollars
48. 48
Lucky Charms Fact Sheet:
o ItsparentcompanyisGeneralMills
o GeneralMillsisheadquarteredinMinneapolis,MN,andoperatesinmorethan100countriesinternationally
o GeneralMillsisoneoftheleadingfoodcompaniesinmorethan14categoriesoffood
o GeneralMills’missionisto“toservetheworldbymakingfoodpeoplelove”
o LuckyCharmswascreatedin1963
o Thecerealoriginallyincludedoatpiecesandfourtypesofmarshmallows:yellowmoons,pinkhearts,orangestars,and
greenclovers
o TheiriconisLuckytheLeprechaun,whowascreatedin1964
o LuckyCharmsisthefirstandoneoftheonlycerealstoincludemarshmallows
o MarshmallowsrepresentLucky’smagicalpowers
o Throughoutitshistory,LuckyCharmshasincludedover40limitededitionmarshmallows
o Theirtaglineis“They’remagicallydelicious!”
49. 49
ABC:
AlyssaApple-NewsDirector
Alyssa.z.apple@abc.com
NBC:
ErinMiller-NewsDirector
erin.miller@nbcuni.com
FOX:
CarlyShanah-Director
Carly.shanahan@foxnews.com
The New York Times:
LindaZebian-Director
Linda.zebian@nytimes.com
Washington Post:
KevinMerida-Editor
Kevin.merida@washpost.com
Wisconsin State Journal:
BillDowlding-Editor
wdowlding@madison.com
Milwaukee Journal Sentinel
JillWilliams–Entertainment/FeatureEditor
jwilliams@journalsentinel.com
Chicago Tribune:
BillDaley-FoodColumnist
wdaley@chicagotribune.com
Media Contacts:
Wall Street Journal:
GailMonaghan-FoodWriterWallStreetJournal
andIndependentBlogger
gail@gailmonaghan.com
WISC-TV:
ColinBenedict-NewsDirector
cbenedict@wisctv.com
Food Network:
AliceHobson-FoodNetwork,
CookingChannelMediaRelations
ahobson@foodnetwork.com
CNN:
EdPayne-NewsDeskEditor
Ed.payne@cnn.com
People Magazine:
PaulChi-Writer/Reporter
The Guardian:
AdamGabbatt-Writer
Adam.gabbatt@theguardian.com
Huffington Post:
NewsIdeas-NewsTip
scoop@huffingtonpost.com
50. 50
GENERAL MILLS
NEWS RELEASE
December14,2015
FORIMMEDIATERELEASE
LUCKYCHARMSANNOUNCESBENEFICIALPARTNERSHIPWITHTHEMAKE-A-
WISHFOUNDATION
MADISON, Wis.—LuckyCharmsbrandambassadorswillappearonBig10universitycampusestoannouncetheirnew“sharethe
magic”campaignthatwillinvolveanInstagramcontestwithproceedsgoingdirectlytotheMake-A-WishFoundation,anon-profit
organizationthatgrantsthewishesofchildrenwithterminalillnesses.
ThecampaignwillstartSeptember1,2017,wherebrandambassadorsatuniversitiesacrosstheMidwestwillhandoutbagsofLucky
Charmstobesharedwithanotherperson.Theuniversitystudentswillthenbeencouragedtotakeapictureofthemsharingthecereal.
Foreverypostshared,LuckyCharmswilldonateadollartotheMake-A-WishFoundation.
ThecampaignwillrununtilNovember1,2017.Afterthat,LuckytheLeprechaunwillappearattheMake-A-WishFoundationwhere
theiconwillpersonallydonatethefundsraisedbythecampaign.Childreninvolvedintheorganizationwillthenhavethe
opportunitytomeetLucky.
CEOoftheMake-A-WishFoundation,DavidWilliams,believesthispartnershipwillbegreatlybeneficialtotheorganization.
“Weareveryexcitedaboutthisnewpartnership.ThiscampaignwithLuckyCharmswillbegreatlybeneficialforourchildren.Every
donationmattersandcanhelpgrantthewishesofthesechildrenwhosufferfromsuchhorriblediseases.Wecouldn’tbemore
gratefulforGeneralMills’support,”saysWilliams.
LuckyCharmsischoosingthisorganizationtoappearintheirnewcampaignbecauseofthevaluesthatthetwobrandsshare,
accordingtoGeneralMillsCEOKenPowell.
“BothLuckyCharmsandtheMake-A-WishFoundationrepresentsomethingthateverychildshouldbelievein—thepowerofmagic.
LuckyCharmsisafunandmagicalbrandthatappealstoallagesandwehopethatthroughourefforts,wecancontinuetosharethe
magicwiththesechildren,”saysPowell.
ThroughtheInstagramcontestconductedonBig10universitycampuses,LuckyCharmshopestoraise$500,000fortheMake-A-
WishFoundation.
Ifyouwouldliketohearmoreaboutthecampaignpleasevisitwww.generalmills.com/luckycharmsorwish.org
###
“We serve the world by making food people love.”
CONTACT:
EmmeBeggan
ebeggan@wisc.edu
(941)416-7260
51. 51
GENERAL MILLS
NEWS RELEASE
December14,2015
FORIMMEDIATERELEASE
LUCKYCHARMSANNOUNCESBENEFICIALPARTNERSHIPWITHUNIVERSITY
LIBRARIES
MADISON, Wis.—StartingSeptember1,2017,Big10UniversitylibrariesandcaféswillfeatureboxesofLuckyCharmsfor
studentstosnackonwhilestudying.
ThiswillbethefirsttimethatstudentscangetLuckyCharmsattheircampuslibraries.“Thisisopeningthedoortoadifferentwayto
eatLuckyCharms,”saysCEOofGeneralMillsKenPowell.
“Fromourresearch,wehavefoundthatthereisanentirelynewwaytoeatcerealandit’snotforbreakfast.Collegestudentsare
increasinglyfindingwaystosnackoncerealandoneoftheirfavoriteplacestosnackisatthelibrary.Sowethought,whatcouldbe
betterthantosharethemagicofLuckyCharmswithlibrariesacrossthenation?”saysPowell.
LuckyCharmswillbefeaturedatthefollowinguniversitylibraries:theUniversityofWisconsin-Madison,IndianaUniversity,
MichiganState,NorthwesternUniversity,OhioState,PennsylvaniaStateUniversity,Purdue,Rutgers,theUniversityofIllinoisat
Urbana-Champaign,theUniversityofIowa,theUniversityofMaryland,theUniversityofMichigan,theUniversityofMinnesota
andtheUniversityofNebraska.
ThiseffortispartofLuckyCharms’newcampaignto“sharethemagic”andwillfeatureanInstagramcontest.Studentscantakea
pictureofthemselvesstudyingatthelibrarywhileeatingLuckyCharms.Foreverypostshared,LuckyCharmswilldonateadollarto
theMake-A-WishFoundation,anon-profitorganizationthatgrantsthewishesofchildrenwithterminalillnesses.
Ifthecampaignissuccessful,LuckyCharmsplanstohaveitsproductateveryuniversitylibraryacrossthenation.
Ifyouwouldlikemoreinformation,pleasevisitwww.generalmills.com/luckycharms.
###
“We serve the world by making food people love.”
CONTACT:
EmmeBeggan
ebeggan@wisc.edu
(941)416-7260
52. 52
GENERAL MILLS
NEWS RELEASE
December14,2015
FORIMMEDIATERELEASE
GENERALMILLSPLEDGESTOREMOVEALLARTIFICIALCOLORSAND
FLAVORSFROMITSCEREALS
MADISON, Wis.—ThemarshmallowsinGeneralMills’cereal,LuckyCharms,willbeundergoingamakeover.GeneralMills
promisesitsconsumersthatLuckyCharmswillbefreefromallartificialcolorsandflavorsbyJanuary2017.
Thisannouncementcomesatatimewhereconsumersarebecomingincreasinglyconcernedabouttheirfoodchoices,whichiswhy
GeneralMillsisbeingproactiveinappeasingtheirconcerns,accordingtoGeneralMillsCEOKenPowell.
“Wearededicatedtoourconsumers.Thatiswhywemakesurethatweproducefoodthatisofthehighestqualityandnutritional
value.Weunderstandthatnutrition,healthandfoodproductionpracticesaresignificantconcerns,whichiswhyGeneralMillsis
alwaysfindingnewwaystosatisfytheseconcerns,andthisisjustoneexampleofthat,”saysPowell.
Toannouncetheremovalofartificialcolorsandflavors,wewillbelaunchinganoutdoorcampaignfeaturingcutoutshapesofthe
LuckyCharmsmarshmallows.ThecutoutswillbefoundinmajorparksandoutdoorareasinhighlypopulatedcitiesintheMidwest
andtheSouth.Visitorsoftheseareaswillbeabletoengagewiththecutoutsbytakingphotosoforwiththemandsharingthemon
socialmediausing#sharethemagic.
AlthoughLuckyCharmsisremovingallartificialcolorsandflavors,GeneralMillspromisestokeepthesamemagicallydelicious
taste.
If you would like more information, please visit www.generalmills.com/luckycharms
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“We serve the world by making food people love.”
CONTACT:
EmmeBeggan
ebeggan@wisc.edu
(941)416-7260
