Ogilvy Casts Grape-Nuts as (Healthful) Guy Candy

NEW YORK In an unusual move for a traditional cereal brand, Post Grape-Nuts has introduced an integrated marketing campaign created by Ogilvy & Mather here that specifically targets men, titled “That takes Grape-Nuts.”

An original 50-episode Web series, “The Guy’s Manual,” is a key part of the ongoing initiative. Produced by OgilvyEntertainment, Reveille and MSN, the series airs exclusively on MSN (http://theguysmanual.msn.com) and is hosted by Kenny Mayne from ESPN’s “Mayne Street.”

“Grape-Nuts is one of Post’s core brands, and has a loyal and dedicated following of men,” said Steve Van Tassel, president of Post Foods, a subsidiary of St. Louis-based Ralcorp. “We are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience.”

The “That takes Grape-Nuts” tagline is a recurring theme of the series, which offers men advice on how to get tough things done. The campaign also encompasses print, radio and banner ads via Sports Illustrated’s media network that drive consumers to the MSN Web site. The initial 14 episodes will eventually include up to 50 Webisodes airing over the next eight months.

“Branded entertainment is a cost-effective vehicle to reach your target audience, and with Reveille, who has a proven track record in developing this form of programming, we have produced an original series that captures the positioning of Grape-Nuts,” said Doug Scott, president of New York-based OgilvyEntertainment. “In addition, our partnership with MSN delivers a branded channel with additional content that creates an ongoing relationship with the consumer.”

Episodes of “The Guy’s Manual” deal with everyday problems men face, such as “Landing a Date With the Cute Girl at the Office,” “Throwing Back the Biggest One You’ve Ever Caught,” “Striking Out Your Childhood Hero at Fantasy Camp” and “Taking Your Fiancee’s Poodle for a Morning Jog,” all humorously commented on by Mayne.

The concept also includes informative articles on a variety of topics of interest to men, and visitors to theguysmanual.msn.com can send “nuggets” of wisdom to friends and learn about Grape-Nuts.

Also involved in the initiative are Post’s media agencies MediaVest, which negotiated the program with Sports Illustrated, and Digitas, which arranged for the exclusive programming with MSN.

Source: Progressive Grocer