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Post Stresses Flavor, Healthy Ingredients In Great Grains Ad Campaign

December 9, 2021: 12:00 AM EST
The Lakeville, Minn.-based company says its new media campaign is designed to hold onto all of the Great Grains customers it acquired during the pandemic. The healthy and flavorful theme is one that Post Consumer Brands will evolve during 2022 under the “Recipe For Great” platform, the first major Great Grains campaign since 2016. According to the company, during the pandemic consumers were willing to pay more for premium cereals. Brand manager Joe Christenson said, “We had lots of people who reached out to us for the first time.” The first creative iteration of “Recipe For Great” is a 15-second video from the Barkley agency titled “The Beauty of the Harvest.” Post said dollar sales of Great Gains rose 8.7 percent in 2020 versus the previous year. From October of 2020 to October 2021, the brand was up 2.6 percent.
Steve Ellwanger , "Great Grains Cereal Tailoring Creative To Flavor Varieties", MediaPost, Marketing Daily, December 09, 2021, © MediaPost Communications
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