Saatchi & Saatchi Tells Cheerios’ ‘Gluten Free Story’

By Erik Oster 

Saatchi & Saatchi New York launched a new spot describing the origins of the new gluten free Cheerios, entitled “Our Gluten Free Story.”

Earlier this summer, General Mills released gluten free versions of five of its Cheerios lines. In the 60-second spot, 50-year Cheerios research and development veteran Phil Zietlow explains how the new gluten free products came to be, and it’s a surprisingly sweet story. Several years ago Zietlow found out that his daughter in law can’t eat gluten. Since Cheerios are made mostly from oats, he figured they would be the perfect breakfast for her. Unfortunately, however, Cheerios supply of oats gets mixed in with other grains which do contain gluten, meaning those who suffer from conditions that don’t allow them to eat gluten can’t eat the cereal. But Zietlow wasn’t about to give up and he worked out a way to separate the oats from the other grains, for a breakfast he can enjoy with his daughter in law.

It’s a nice story, and allowing Zietow to tell it himself lends the ad an extra sense of authenticity. With minimal accompaniment, other than a soundtrack which helps propel the action without intruding on it, Zietlow gives viewers insight into the process that went into creating Cheerios’ gluten free offerings and, more importantly, the human side of the story. “Our Gluten Free Story” will make its broadcast debut this Sunday during the Emmy Awards.



Client: General Mills (Cheerios)
Agency: Saatchi & Saatchi
Chief Creative Officer: Jay Benjamin
EVP, Executive Creative Director: Peter Smith
Creative Director: Johnnie Ingram
Executive Producer: Dani Stoller

Production Company: Aero Films
Director: Peter Smith
Executive Producer: Sara Eolin
Line Producer: Sara Farrand
Edit House: Final Cut
Editor: JD Smyth
Producer: Amy Lazarus
Assistant Editor: Sarah Laites
DP: Luke Geissbuhler
Music Company: Nylon
Music Producer: Eric Korte

Colorist: Tom Poole
Audio Engineer: Mike Marinelli