The Drum
Aug 17, 2020
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The pandemic has allowed General Mills to fully activate its internal mantra of being a force for good. Brand chief Brad Hiranaga details how this US food giant is altering its marketing plans to take action based on the needs of the moment.
Are you a human Cheerio? Let’s see: are you a beacon of positivity dedicated to doing good? This is General Mills North America chief brand officer Brad Hiranaga’s characterization not only of his brand but of marketers.
“The silver lining of Covid-19 is that it has accelerated, forced, whatever you call it, marketers to really come forward with solutions,” he says. “It’s leaning into that understanding of the customer, where they’re facing problems and what triggers can be there to solve their problems.”