Little wins– driving delicious family moments

Client: Nestle - Cheerios

After four years of consistent decline, Cheerios faced a critical challenge: parents increasingly chose competitors for health credentials while viewing Cheerios as less nutritious and the same as every other brand. With reduced media investment and declining share of voice, we needed an innovative approach to rebuild brand consideration.

Our breakthrough insight identified radio as the last shared family medium, uniting households during their busiest moments – breakfast routines and school runs. Instead of traditional advertising, we became part of the family conversation through beloved radio hosts, creating bespoke content that celebrated everyday family life.

We partnered with KISS and Magic Radio to develop 'Fun News' segments and 'Kids Tell Jokes' features, transforming routine moments into bonding opportunities. This authentic approach, combined with targeted retailer data to disrupt shopping habits, delivered remarkable results: we reversed four years of decline, +10pts consideration increase, and 92% of radio content recallers became more likely to purchase Cheerios.