the blaze strategy

The COVID-19 pandemic has drastically upended the global marketplace, leaving almost no brand untouched. Some businesses are struggling to simply stay afloat, while others are finding themselves particularly useful to consumers in this moment. A brand that falls into the latter category is CPG manufacturer, General Mills.

“Most of our commercialization work and activation work shifted right away, because we saw that our messaging that was relevant six weeks ago was no longer relevant,” Hiranaga says. “What people really needed was much more basic than that.”