General Mills

Challenge:  General Mills faced challenges establishing itself as an employer of choice, particularly among younger demographics. The company was perceived as a place for older people, offering limited growth potential.

Result:  The new brand theme reinvigorated the company. The campaign successfully increased awareness, and materials were finally cohesive across multiple touchpoints. Applications also increased in key target demographics.
Awards:  CEA Grand Prize for a multi-channel recruitment brand campaign

How: Started by building the recruitment brand from the ground up, assisting with research gathering, and facilitating on-site interviews and focus groups. Developed personas for key target markets: college graduates, MBA graduates, IT, and experienced salespeople. Concepted campaign theme and ideated materials focusing on opportunities to make an impact on brands that are household names. Directed the design team to develop a multi-channel campaign showcasing how each target would benefit, flourish, and excel at General Mills and its house of brands.

Role:  Associate Creative Director, Brand Research and Strategy, Art Director, and Concept Development