Blog: General Mills serves up spoonful of nostalgia for breakfast
Dean Best | 14 February 2012
As a child of the Eighties, General Mills' decision to sell Cheerio cereals in "retro" packaging caught my eye - not least because the packs feature titles from video games made by Atari.
The US food giant has launched limited-edition packs for a range of Big G cereals, including Cheerios, Cinnamon Toast Crunch and Lucky Charms, to celebrate Atari's 40th birthday. The packs feature "classic" Atari games like Asteroids, Centipede and Missile Command (actually, I should remove the quotation marks from the word 'classic' when referring to Centipede, as that game was genius).
It's the fifth time General Mills has used retro packaging for some of its cereals in the US and each time the products have been on sale through US retailer Target.
"We're seeing strong interest in the programme and Target see it driving a lot of traffic to its grocery aisles," a spokesperson said. "Consumers tell us that they love the nostalgia of the programme and look forward to sharing those fond memories with their kids at the breakfast table."
Consumers can also visit www.grocerysavvy.com to play Centipede, although remember kids (and adults) to get some regular exercise and not sit hooked to video games (from the 80s or otherwise).
Campaigns like this, while fun, do have a business strategy behind them. Nostalgia can lead to emotion-driven consumption and, with consumers watching every penny they spend, campaigns like this also have the aim of grabbing shoppers' attention in a competitive and crowded category.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
- Danone's Q1: four things to learn
- Nestle Q1 update: four things to learn
- Column: Why snacking is the new meal
- Who will buy Danone's Stonyfield business?
- Interview: KP Snacks on growth strategy
- Tyson shops Sara Lee bakery, Kettle and Van's
- Nestle to cut UK confectionery jobs
- Tyson to buy burger-to-entree firm AdvancePierre
- PepsiCo affirms full-year target as Q1 hits mark
- TreeHouse Foods sells soup, baby food units