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NEW YORK In an unusual move for a traditional cereal brand, Post Grape-Nuts has introduced an integrated marketing campaign created by Ogilvy & Mather here that specifically targets men, titled “That takes Grape-Nuts.”
An original 50-episode Web series, “The Guy’s Manual,” is a key part of the ongoing initiative. Produced by OgilvyEntertainment, Reveille and MSN, the series airs exclusively on MSN (http://theguysmanual.msn.com) and is hosted by Kenny Mayne from ESPN’s “Mayne Street.”
“Grape-Nuts is one of Post’s core brands, and has a loyal and dedicated following of men,” said Steve Van Tassel, president of Post Foods, a subsidiary of St.
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