FDBusiness.com

Lucky Charms rainbow Pride campaign targeted diverse millennials, says General Mills

 Breaking News
  • HKScan Strengthens its Meals Offering With Investment in Estonia HKScan, the leading Nordic food company, plans to invest in its Rakvere unit in Estonia. The €8 million investment will go towards modernising the unit’s frying department, including the expansion of the building and the installation of new cooking and packaging lines enabling implementation of new technologies and packaging solutions. Construction is to commence in [...]...
  • Food and Drink is at the Heart of the UK’s Largest Packaging Show Packaging Innovations, Empack and Label&Print returns to Birmingham’s NEC on 28 February-1 March 2018, and is set to be the most innovative show to date. With over 290 exhibitors already signed up, the UK’s largest annual event for the entire packaging supply chain will feature the latest industry innovations and technologies, alongside a major free-to-attend [...]...
  • AGRO Merchants Group Acquires Grocontinental AGRO Merchants Group, a global leader in cold storage and logistics solutions, announced today the acquisition of UK-based Grocontinental Limited. This transaction reinforces AGRO’s position as the leading cold storage and logistics provider in the United Kingdom and Ireland, deepens its commodity expertise, and substantially enhances its value-added service offerings for customers. David Grocott and Linda Grocott, third generation owners of [...]...
  • Trade Fair and More – The Event and Congress Programme For Anuga FoodTec 2018 Resource efficiency will be the primary focus of Anuga FoodTec 2018, the leading international supplier fair for the food and beverage industry, which will be held in Cologne, Germany from 20 to 23 March 2018. Around 1,700 suppliers from more than 50 countries will be presenting their new products for the production and packing of [...]...
  • TINE to Invest €77 Million in New Jarlsberg Plant in Ireland TINE, Norway’s largest farmer-owned dairy co-operative, is to invest €77 million in a dairy with the capacity to produce 20,000 tonnes of Jarlsberg cheese a year. The goal is to secure and strengthen Jarlsberg sales outside of Norway as export supports are phased out in 2020. This will make export of Jarlsberg from Norway unprofitable. “Jarlsberg [...]...

Lucky Charms rainbow Pride campaign targeted diverse millennials, says General Mills

July 02
10:02 2013

General Mills wanted to resonate better with young, diverse Lucky Charms consumers through its #LuckyToBe digital campaign which honored Pride month, its marketing manager says.

Last month the cereal giant launched its #LuckyToBe digital campaign to honor and celebrate lesbian, gay, bisexual and transgender (LGBT) Pride month. The campaign featured the iconic multi-colored rainbow Lucky Charm marshmallow.

“This campaign seeks to reach our diverse younger adult audience in a way we know will resonate with them – by providing a dynamic platform for self-expression… Lucky To Be is an example of reaching our adult audience,” said Nicci Pannier, assistant marketing manager for Lucky Charms.

General Mills previously said 40% of its Lucky Charms consumers are adults. “We know these consumers want to be part of the story, not told it,” Pannier told BakeryandSnacks.com.

Celebrating and supporting diversity

The campaign was launched in honor of Pride month, Pannier said.

“We have always been supportive of diversity, and we wanted to provide an open, dynamic platform for self-expression…Acceptance and inclusion of diversity is in our DNA as a company and a brand.”

When asked why there was no direct reference to LGBT consumers, Pannier said the firm wanted to keep the appeal broader.

“The campaign is not for any one group of people, and we wanted to make our message transcend to all of our fans… We try to be inclusive to all audiences,” she said.

Tumblr was strategic

General Mills asked consumers to participate via Twitter using its #LuckyToBe hash tag and submit pictures and tweets on why they are lucky. It then posted selected tweets and pictures on a dedicated Tumblr page.

Pannier said the decision to use Tumblr as a social media platform was intentional. “We decided on  a Tumblr execution since we know our audience is there. We’re seeing millennials (younger adults) and this diverse, creative, artful and self-expressive group, really gravitate to this platform,” she said.

The campaign has led to over 11,000 online interactions so far with people submitting tweets and photos to the page.

Same-sex marriage support

The Lucky Charms campaign is not the first move from General Mills voicing its stance on issues surrounding lesbian, gay, bisexual and transgender.

Last year, it outwardly opposed a proposal to ban same-sex marriage in the US state of Minnesota. The company’s vice president of global diversity and inclusion Ken Charles said that while General Mills doesn’t normally get involved on ballot measures, it values diversity and inclusion.

Previous pride celebration

Other food companies have also celebrated LGBT Pride with marketing campaigns.

Kraft Foods last year used its Oreo cookie brand to celebrate Gay Pride day. It uploaded a Facebook picture of an Oreo with a rainbow-colored filling with the tagline ‘June 25: Pride’ and adjoining comment ‘Proudly support love!’. The post generated over 150,000 likes and more than 20,000 comments by the afternoon of its upload.

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
  • January 17, 2018Dutch Organic Trade Fair
  • January 17, 2018Anfas Food Product
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements