General Mills

Taryn Beck, Director, Customer Marketing
Denzel Washington, Senior Planner, Customer Marketing

VMLY&R COMMERCE GLOBAL *Lead Agency

Emily Lemmens, Sr. Project Manager
Melissa Tighe, Omnichannel Media VP
Betsy Reed, Account Director
Brian Lang, Group Director, Innovation & Data
Katie McClanahan, VP, Account
Veronica Aquino, Account Director

Walmart Connect

Erika Benford, Team Lead, General Mills
Sarah Corwin, Senior Manager of Integrated Marketing

Gratsy

Jake Basset, VP, Brand Partnerships
Bethany Taylor, CEO & Co-Founder
Amy Langston, VP Client Services

General Mills brands observe a seasonal slump, with the shopper base declining by 5.4% on average in the months leading up to the holidays. With inflation on the rise, this Holiday slump was at risk of being exacerbated with consumers opting to trade down or foregoing purchases entirely. Driving more trips and winning new households was pivotal for growth. Despite the landscape, the campaign drove 1.7 million new buyers, more than 2.4X the buyer growth than the previous year. New buyer acquisition drove incremental sales by +24.1% versus last year.