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.