Adweek
Sep 27, 2020
View entire article
Indispensable execs from Target, TikTok, GroupM, Disney and many more on stepping up for their brands when it mattered most
Similar to other big-name food manufacturers, the maker of Cheerios, Pillsbury and Nature Valley has seen an uptick in sales during the pandemic. The increase in attention has come with newfound social responsibilities, and under Hiranaga, General Mills has risen to the occasion. The company developed an initiative to produce $5 million worth of cereal, waffles and granola bars specifically to donate to Feeding America’s network of food banks. And, aware that plenty of people have been forced to make their own meals at home—some for the first time—GM’s Betty Crocker brand has created simple and affordable recipes that cater to individuals with limited cooking experience. “Covid-19 has accelerated the need for marketers to have deeper empathy for the consumer, understand the problems that they’re facing and lean in to create solutions to help,” Hiranaga says.