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In early July, Cheerios started shipping gluten-free versions of five products. Now, the cereal brand has released an emotionally rich new ad from Saatchi & Saatchi, telling the story of how that change came about.
The 60-second spot—which will get its first TV airing during Sunday's Emmy Awards—features Phil Zietlow, a 50-year veteran of the research and development team at General Mills. Some time ago he discovered that his daughter-in-law, Joyce, can't eat gluten.
Zietlow goes on to explain how he found a way to separate the naturally gluten-free oats that make up Cheerios from glutinous grains that get mixed into the brand's supply.