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CHICAGO General Mills this week will launch a television campaign aimed at children, in hopes of getting them to eat more cereal for breakfast. The campaign, from Publicis Groupe’s Saatchi & Saatchi in New York, is the company’s first non-branded effort for its cereals.
“We’ll reach more kids with Choose Breakfast than any other child effort we’ve done before,” said General Mills chief marketing officer Mark Addicks, in a statement. “We have taken our insights on how to communicate health to kids and have developed advertising that will impact children in a very positive way.”
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