Packing a better Back-to-School

With a new school year on the horizon, General Mills looked to fill more carts and backpacks. Roundel™ gave their campaign an A+ solution with targeted an omnichannel approach.

OPPORTUNITY

Back-to-School success starts by reaching parents, and General Mills knew their campaign would thrive with a strong opportunity to connect across digital and in-store touchpoints.

SOLUTION

General Mills called on Roundel to deliver a full-funnel campaign using display, social, and in-store sampling to drive impact across the path to purchase.

RESULTS

Through a full-funnel mix of display, social, and in-store sampling, General Mills earned a stellar report card with parents, who were happy to purchase their breakfast, snack, and lunchbox staples.

$11

lift in ROAS from digital campaign¹

19^%

new guest acquisitions for General Mills’ portfolio¹

A smarter strategy fully served

Display by Roundel™ and Social by Roundel™ helped General Mills deliver an omni-channel masterclass, engaging parents online and fueling full-funnel performance. These digital solutions laid the foundation for a campaign that connected with shoppers at every stage.

Complemented by an in-store sampling activation, the brand connected with shoppers directly at the shelf, turning engagement into experience. With Roundel, brands unlock premium activations to drive deeper shopper loyalty.

We are focused on delivering a remarkable experience to our consumers, and Roundel helped us achieve that. Together, we leveraged Target’s front-of-store experience as a differentiated tactic which allowed consumers to engage with our products and drove trials and sales across our categories.

— Customer Marketing & Insights Director,
General Mills