Viral marketing agency Asa Bailey is behind “The Irish Job” a video created to generate buzz around Lucky Charms, a General Mills brand. The video has been initially seeded to a sample of 250,000 student and 20 something in the United States. The campaign’s objective is to build awareness in the target market. Saatchi & Saatchi NY is also in the game.
General Mills has announced today the launch of a new television “nonbranded” campaign targeting children. The initiative is called “Choose Breakfast” and has the goal to promote healthy breakfast with cereals. The campaign was created by Saatchi & Saatchi New York, and will run for a full year reaching more than 80 percent of children nationwide. A dedicated website www.choosebreakfast.com is also part of the effort, featuring content designed to engage kids on the benefits of eating breakfast.
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