In the second year of their Feeding Dreams promotion, General Mills expanded their scope from four cities to ten (10) including: Atlanta, Birmingham, Charlotte, Columbus, Jacksonville, Jackson, Memphis, Miami, New Orleans and Norfolk. Feeding Dreams is a community initiative that selects a Community Hero doing wonderful things to represent each city. The Community Heroes then compete against each other for the most votes online. Winners are selected based on vote totals. General Mills utilized Burrell Communications, their national multicultural ad agency. Burrell Communications engaged the Spotset Radio Network (a Trust Marketing affiliate) to execute Feeding Dreams across the (10) city landscape.
An extensive community relations, integrated multicultural marketing campaign across the ten markets was launched including: public relations, digital, radio, online ads, event sampling and retail visibility. Spotset Radio created a radio network, partnering with stations across all ten cities during a sixty (60) day period.
The Feeding Dreams campaign generated tremendous, grassroots community support, positive perception, heightened awareness and about $735,000 in added value. Most significantly, the campaign generated over 260,000 online votes. Comparably, Feeding Dreams achieved more votes online from ten cities than the Today Show’s Today throws a Wedding did with votes received from everywhere the Today Show is viewed. Feeding Dreams year two results moved former Chief Marketing Officer Mark Addicks to deem it one of General Mills’ most successful promotions…ever.