Inside General Mills’ Plan to Make Lucky Charms Seem Hip

CMO Q&A with Brad Hiranaga, General Mills

Aug 9, 2019

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How do you make Lucky Charms hip? Or, for that matter, Fiber One? Or Pillsbury?

That’s the mission of Brad Hiranaga, General Mills Inc.’s GIS -3.69%decrease; red down pointing triangle chief brand officer for North America. In a world where consumer tastes and habits are changing—many shoppers now prefer food they perceive to be fresher and healthier—and where big food companies are under pressure as private-label products eat into their sales, Mr. Hiranaga has his work cut out for him.