Battle of the Bowls: Top 5 Most Effective Cereal Ads
May 26, 2021
With most families (especially those with school-age children) spending the better part of over a year together at home, quick and easy foods are a top priority. This is especially true for “the most important meal of the day”, which has been experiencing a renaissance of sorts these past 14 months. While in previous years faster, on-the-go meals have gained in popularity for their convenience and portability, more traditional breakfast foods have been coming back with most consumers working (and attending classes) from home and are expected to stick around for a bit even after people start returning to their normal routines.
As a result, breakfast brands (namely, cereal manufacturers) need to be at the ready with their advertising to capture this returning market. Using our industry-leading in-market measurement solution, Phoenix Brand Effect, we took a closer look into the advertising effectiveness of some of the top breakfast cereal brands of this category.
According to the data, General Mills appears to be dominating the breakfast cereal advertising landscape. Their ad for Lucky Charms came in well above the norm in terms of Brand Linkage; and for good reason, who can mistake their iconic mascot, Lucky the Leprechaun, for anything else? Their strong branding is likely the main contributor for their winning breakthrough.
The next couple of slots are still occupied by General Mills brands (Cinnamon Toast Crunch and Cheerios, respectively) when it comes to Brand Memorability, edging out Kellogg’s, their primary competitor. It is also worth noting that while Kellogg’s Raisin Bran scored high in terms of Ad Memorability, all three General Mills brands have extraordinary branding, which gives them the competitive edge in the landscape.
For additional insights into the why’s behind the performance of these ads, contact us!
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