AdAge
Dec 15, 2023
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The team acts like a consultancy, pairing brands from Cheerios to Betty Crocker with fashion designers, esports stars, artists, sports brands and more
Rappers, superheroes, celebrity chefs, esports stars, fashion designers and sports trendsetters such as Nike aren’t usually the first things associated with General Mills. But the 95-year-old packaged foods giant is finding new ways to collaborate with culturally hot people and brands in a move to find new audiences for Betty Crocker, Pillsbury, Cinnamon Toast Crunch, Yoplait and dozens of its other household food brands.
“We can really provide added value to our brands and our partners if we are organized culturally,” Wildermuth said. “We have someone responsible for fashion, music, food, sports, gaming. They can build up their expertise in that cultural space and then network and form relationships, and bring ideas back to the brand teams. Complementing the brand teams’ knowledge with something more external facing has proven to be a great winning formula for us that helps us become more credible with our partners because we have people that are deep experts in their spaces.”