CME Chex in With New Campaign

By Trevor Jensen

CHICAGO–General Mills backs its recently acquired Chex cereal brand with a new campaign from Campbell Mithun Esty that asserts ‘Chex marks the spot.’

The initial 30-second TV spot from CME in Minneapolis, breaks today on network and cable TV. The single spot covers all the Chex varieties, Corn, Rice, Wheat and Multi-Bran. Print, radio and additional TV spots will run throughout the year.

The CME campaign tries to freshen the image of Chex, said John Hurst, executive creative director and copywriter at CME. The TV ads will also try to remind people who often think only of Chex as part of a snack mix that it is also a cereal, he said.

To that end, the first commercial features shots of milk splashing through the Chex latticework and people spooning it into their mouths.

‘They’ve been around for awhile,’ Hurst said of the Chex cereals. ‘It doesn’t need a lot of bells and whistles; it’s a pretty simple taste.’

General Mills acquired Chex from Ralcorp in February and assigned it to roster shop CME.

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