General Mills Jan. 12 will break its most aggressive campaign to date linking a new heart health study to its Cheerios cereal. The TV, radio and print effort from Saatchi & Saatchi Worldwide, New York, estimated at $10 million, will showcase a Big G-financed study conducted by the University of Minnesota Heart Disease Prevention Clinic. The study found that eating Cheerios twice a day can reduce cholesterol as much as 18%. In a 15-second spot, a father and young daughter discuss his health at breakfast; in a :30, a Cheerio attached to a rope like a life preserver lands in a cereal bowl with the tagline, "The one and only Cheerios." The jingle also runs on radio with the additional tag, "Now we have something to sing about." Although the study pitted Cheerios against corn flakes, which showed no cholesterol reduction, Big G said it won't compare its brand to Kellogg's in advertising. Kellogg didn't return calls at press time. Separately, Quaker Oats Co., began a 30-day consumer experiment today in Lafayette, Colo. It tracks cholesterol reduction and could be part of a future Quaker campaign. Foote, Cone & Belding, Chicago, handles.
Copyright January 1998, Crain Communications Inc.