High-Octane Snack Foods

Kids might not have to wait for the bus this fall. They may run to school, thanks to “School Fuel,” a new make-at-home snack made with General Mills’ Chex brand cereals.
A 30-second TV spot breaking today on broadcast and cable networks provides the School Fuel recipe, a heady mix of Chex, brown sugar, butter, corn syrup and chocolate.
The spot from Campbell Mithun Esty in Minneapolis (shown here) features a child zipping around the kitchen, accompanied by race car sound effects, snapping up his breakfast and school supplies. When his mom puts out a bowl of the new Chex mix, the boy stops on a dime and returns for more. “Fill ‘er up,” he says.
A voiceover promises the snack will “rev up [kids’] tastebuds.” The spot has no tag, but ends with the line, “You make it. Kids love it.”
The campaign is designed to “create an excitement around Chex” and capitalize on back-to-school season, said Maria Jenson, marketing manager for Chex. The effort will also include freestanding coupon inserts, in-store sampling and a tie-in with First Brands’
Gladlock bags.
…..–Aaron Baar