Cheerios and Annie’s are debuting new model campaigns simply in time for back-to-school season.

The Common Mills manufacturers rolled out a collection of adverts, created by Mom, showcasing households making recollections and sharing significant moments. 

Cheerios debuts “Full O’ Good,” a platform grounded within the perception that the world is filled with good, if one chooses to search for it. Its hero spot is about to Soul II Soul’s 1989 hit “Again to Life (Nevertheless Do You Need Me)” and exhibits children having fun with the O-shaped cereal, or packing it as a snack, earlier than heading to highschool. 

Equally, Annie’s needs customers to know that the desk is greater than a spot to eat. Its “Elements for Childhood” adverts champion meal and snack time as a second for teenagers and fogeys to attach.

“We’ve all the time been a home of manufacturers versus a branded home, so we imagine that it’s essential for the buyer to have a relationship with the manufacturers themselves. That’s the place we construct connections,” Doug Martin, Common Mills’ chief advertising officer (CMO), instructed ADWEEK. “These campaigns are each examples of how we’re attempting to take care of that connection and refresh it repeatedly.”

“Full O’ Good” and “Elements for Childhood” mark Mom’s first artistic work for Common Mills for the reason that firm added the agency to its creative roster in September 2024.

Cheerios’ marketing campaign will run throughout linear TV, on-line video, over-the-top (OTT), social, print, out-of-home (OOH), and digital show, whereas Annie’s will run throughout premium on-line video, social media, and show.

Centering Households