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General Mills Launch Publicity 


Client: General Mills

Project:  Publicize news about a cereal product to local media as part of national "one-day" PR team campaign

Located in Minneapolis, MN, General Mills is among the world’s largest food companies. One of the firm’s most beloved products, Chererios cereal, has been a family favorite for over 70 years. Made with 100 percent natural whole grain oats, it ‘s the only major breakfast cereal grain proven to help lower cholesterol. 


Shortly after Cheerios was made with whole grains, a nutrition study was done on the cereal product. The study’s results showed Cheerios could be used to help lower cholesterol. That was big news "back in the day" (pre-social media). General Mills decided to conduct a nationwide one-day media campaign to announce these findings. In addition to sending out a press release about the cereal’s heart-healthy benefits via a wire service, on the announcement day the firm wanted the press release hand-delivered to key media people in every major city by freelance PR consultants.


After finding Bastian Public Relations via online search, General Mills hired Lisa Bastian to represent the company in this media relations endeavor and promote its press release/encourage coverage with diverse media outlets in the Greater Cincinnati/Northern Kentucky region. After studying the nutritional news, Bastian hand-delivered dozens of Cheerios press kits to local journalists within a 36-hour period, per contract. Later Bastian was told by General Mills (who tracked the resulting u;stories) that her work bore highly positive publicity results for the overall national PR campaign.


Media relations, finding ways to talk directly, in person, to key journalists.

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