Day Breaks for New Organic Cereal

CME Taking a Subtle Approach in Ads for General Mills’ Sunrise
CHICAGO–An estimated $25 million campaign for General Mills’ first organic cereal, Sunrise, seeks to subtly suggest to mothers that the product is a healthy way to start the family’s day.
The campaign from Campbell Mithun Esty in Minneapolis breaks today. The product’s organic nature is used to indicate its healthy qualities even to women who aren’t typically health food-oriented and normally don’t dwell on such matters, said executive creative director Rick Gibson.