It has long been known that the cereal market is struggling with consumers leaning more towards better-for-you breakfast options.
According to Nielsen, ready-to-eat cereal sales decreased by 17% between 2009 and 2016, and continued its decline last year with unit sales down 1.5%.
Americans purchased $8.3bn worth of cereal in 2018, a substantial drop from $8.8bn in 2016.
And the pattern is forecast to continue.
A Mintel report published in October last year predicted a 5% decline between 2018 and 2023.
However, key producers like Post, General Mills and Kellogg’s are maintaining a positive attitude and have launched a raft of exotic variants like Sour Patch Kids, Hostess Honey Buns, Cinnamon Toast Crunch Churros, Oreo O’s, Pop Tarts and Peeps.
The indulgent offerings are also designed to capitalize on the way consumers are eating cereals.
According to Mintel, 74% of US cereal consumers eat cereal as a snack, pushing the occasion beyond breakfast and even beyond the bowl.
Tiny bakery campaign
In December, this site reported that Post Consumer Brands had partnered with Hostess to create snack-cake inspired cereals, including Hostess Donettes and Hostess Honey Buns.
To celebrate National Cereal Day (March 7), the brands have created a digital campaign that plays on the size of these new creations and centers around a real-life, functioning tiny bakery.
The company commissioned San Francisco-based agency Argonaut to create two 15-second spots - Hostess Donettes Bakery Tour and Hostess Honey Bun Bakery Tour - to show how the new cereal was created and highlight the day-to-day operations of the tiny operation.
“We knew we had to do something equally as audacious as the PCB and Hostess teams did in turning the snack cakes we know and love into a tiny cereal. So we decided to actually build a functioning, to-scale replica of a tiny bakery that would supposedly create that cereal,” said Hunter Hindman, co-founder and chief creative officer at Argonaut.
“We’re delighted to share a few tiny films to give a sense of this tiny bakery, but there are many more tiny surprises in store when people follow us on our social channels.”
The campaign is running on online, and on YouTube, Facebook and Instagram. It also features digital ads and social content (paid and organic).
The companies also tapped social media influencers to play up the miniature angle, sending out tiny cereal boxes for them to share with their followers.
“We couldn’t be more excited for the launch of new Post Hostess Donettes and Post Hostess Honey Bun Cereals, and we are thrilled to see the tiny bakery come to life that celebrates how we have been able to provide the sweet flavor of these classic pastries in tiny cereal form,” said Josh Jans, brand manager at Post Consumer Brands.
Tony through the ages
Also in celebration of National Cereal Day, Kellogg’s has launched a limited-edition retro Tony the Tiger T-Shirt collection, available online or at Kellogg’s NYC Café for $28.
The designs show the Frosted Flakes mascot through the years since his debut in 1952.
Starting tomorrow (March 7) until supplies run out, Tony's T's featuring seven different designs to show how the iconic orange-striped tiger has changed over the years.