CLIENT
General Mills
Graciela Sanchez, Client Lead
Erin Clements, Client Lead
AGENCY
Betsy Reed, Main Agency Contact
James Phillips, Creative Lead
Oswaldo Sa, Creative Lead
Alberto Triana, Creative Lead
Thomas Mercurio, Tech Lead
Lucas Pimenta, Video Lead
Tyler McClure, Strategy Lead
Krystal Greven, Project Manager
Andrew Bowsher, Associate Creative Director
Vanessa Arrico, Senior Copywriter
Tomy Lavagno, Associate Creative Director
Aqib Khayer, Analyst
Manuel Borde, Global Chief Creative Officer
Daniel Cruz, Motion Designer
Nojuan Borde, Copywriter
Aaron Branch, Associate Creative Director
Somra Shafiq, Art Director
David Pinilla, Associate Creative Director
Ashley Martina, Senior Account Executive
Michelle Baumann, Chief Strategy Officer
Andrew Zipparo, VP, Strategy
Tucker Risom, Associate Director, Innovation & Data
SUMMARY
In order to right size a declining category, Lucky Charms sought to bring back relevancy by tapping into Gen Z and Millennials on-the-go morning routines and love for astrology.
Target partnered with Lucky Charms to create a first-of-its-kind mobile experience where Guests could scan their bowl to reveal a daily fortune and unlock savings. Guests could also tune into live streams for personal readings from astrological influencers.
And to wrap it up, results for this program were stellar – increasing buyers, trips, and dollars sales, even slowing category decline.
