Turning breakfast into moments of joy
The challenge
Cheerios wanted to strengthen their connection with parents of children under ten, targeting mornings when families gather around breakfast.
The goal was to help parents start the day positively, making Cheerios the brand they naturally reach for.
The challenge lay in cutting through busy family routines to authentically embed Cheerios into those precious morning moments, ensuring it felt joyful, relevant and engaging.
Insight
Research has shown that people who start their day with positive thoughts and feelings are more likely to experience feelings of happiness and well-being throughout the day.
A positive start to the day is proven to boost mood, improve physical health, increase productivity, and enhance relationships.
The idea
Recognising that how you start the day can shape the rest of it, we wanted to build a campaign designed to infuse mornings with fun, laughter and positivity.
By aligning with beloved radio segments on KISS and Absolute Radio and introducing a new bespoke feature on Magic, the campaign aimed to embed Cheerios into routine breakfast time shared family moments.
From uplifting news to playful games and adorable kids jokes,聽 each element would encourage families to feel happier and more energised 鈥� right alongside a bowl of Cheerios.
The execution
We aligned Cheerios with some of our most loved in-show features and launched three major radio-led activations:
Perri Kiely鈥檚 Fun News on KISS Breakfast: We invited listeners to share the fun and uplifting news happening in their lives, then broadcast their stories to the nation. Those who made it on-air won an amazing trip to London, all thanks to Cheerios.
5 Words 5 Grand on Absolute Radio: Cheerios sponsored Absolute Radio鈥檚 hugely popular 5 Words 5 Grand,聽 the simple-to-play, tough-to-win word association game. This partnership seamlessly embedded Cheerios into a beloved breakfast show moment, boosting brand awareness and excitement.
Kids Tell Jokes on Magic Radio: Cheerios brought joy to mornings on Magic with Kids Tell Jokes – a heartwarming feature where children shared their funniest jokes on-air. Hosted by Gok and Harriet & Tom and Kat, the promotion became a celebration of family laughter, putting Cheerios at the centre of fun, positivity and togetherness.
Each activation was supported by pre-promotional trails, live reads, competition rounds and digital creative across social platforms, ensuring the message reached audiences wherever they tuned in.
The results
The campaign successfully positioned Cheerios as part of a positive morning routine, bringing joy to breakfast tables across the UK.
The activity significantly improved agreement with the majority of brand perceptions, with 鈥樷�s the UK鈥檚 No.1 multigrain cereal brand鈥� seeing the greatest uplift
80% of recallers were aware of Cheerios when prompted
92% of recallers were more likely to consider Cheerios, as a direct result of the activity
91% were also more likely to recommend Cheerios, again as a direct result of the activity
96% of recallers had taken action due to the campaign, with the most popular actions being to have 鈥榯hought more positively about Cheerios鈥�.
93% of recallers agreeing that the campaign was clear and easy to understand.