Mini-Wheats has turned to Spotify to promote its latest campaign “There’s Nothing Mini About It.” The brand aims to create an emotional connection with Canadian families and encourage them to celebrate their daily mini-wins, while also raising awareness of its 100% whole grain cereal.
“Life is busy and we often put off the little things but the reality is, our brains are wired to respond to rewards and celebrating the small things can lead to amazing momentum and even bigger wins,” says Jenna Yost, director of experience planning at Starcom, which handled media buying. “This is a natural fit with Mini-Wheats cereal because despite their size, there is nothing mini about Mini-Wheats’ filling and nutritious biscuits and there’s nothing mini about what you’ll do once you eat them.”
The campaign focuses on jingles on Spotify about the everyday victories that are often overlooked, from learning to skate to children moving out of the home.
Yost tells MiC that the jingles allows Mini-Wheats to further enhance the playfulness of the campaign, and make Canadians remember the brand for much longer than with other traditional advertising methods. “Once they hear the upbeat jingle they’ll be humming it all day,” she says. “Music and daily activities also go hand it hand, whether it be picking the kids up from school or cooking the family dinner, there is always a tune playing. And Spotify has experienced an increase in users year over year in Canada – it reaches almost two thirds of our target (59%), who state that they have music playing on the platform as they go about their daily activities.”
The campaign also includes ads on TV, OLV, social media and PR. There is also a website that allows Canadians to create their own digital and physical trophy, offering them a tangible reward to celebrate their victories. The platform also features a gallery that shares even the smallest victories of Canadians, such as when they finished the laundry, ate a green bean and changed the toilet paper (though not at the same time).
“As families are always on the go, it was important to leverage a multimedia approach to ensure that they are reached throughout their busy days,” says Yost, adding that the mix media enables them to reach families with children between the ages of six and 18, who tend to be the busiest with work and school.
“We want to ensure that our biggest brand is winning with the highest volume buyers of cereal: families. As Canadian families continue to search for ways to eat healthier food, we want to make sure that 100% whole grain Mini-Wheats, made with very high fibre, is top-of-mind and in their consideration set. We know how important it is for busy, active families to have a filling breakfast and we want to reassure them that Mini-Wheats is best able to deliver on that need.”
Leo Burnett handled the strategy and creative, with MSL handling PR. The campaign will be active throughout 2024.
