Our audience
Critical consumers who are mindful about all of their purchases. They prefer to shop local, go to the farmer’s market on the weekend, and are discerning when they pick out products in the aisles of the grocery store.
They distrust the system. Big companies don’t care about their health, processed food cuts nutrition, and profit always outweighs humanity.
They buy with their conscience, seeking brands that taste good, do good, and are good for them.
But also—in this chaotic world, they want their families to have some semblance of normalcy and fun: Froot Loops on a Sunday morning, Lucky Charms to eat on the bus before school, a bowl of Golden Grahams as a late night treat. They know these cereals aren’t good for them, but they’re powerless to their own nostalgia (and sugar).
They reach for the Frosted Flakes every now and again because it reminds them of a time that was less messy. A more peaceful, normal time when they were a kid.
The ask: Push Magic Spoon into the mainstream market.
Our most valuable finding: Nostalgia drives cereal purchases…
In a survey of 30 people, the most common words people associated with cereal were: comfort, nostalgia, and childhood.
Jennifer Jorgensen, vice president of marketing for General Mills cereal said, “Our fans crave a taste of nostalgia — and, while these four cereals have always remained popular, we’ve answered their requests and brought back the taste they remember from childhood.” With these new old recipes, Trix will go back to having wacky fruit shapes, Golden Grahams will again be made with actual honey, and Cookie Crisp and Cocoa Puffs will have more “chocolate taste,” whatever that entails. (Eater, 2020)
…But these cereals are bad for you
A study analyzed more than 1,000 cereals found a 34% increase in fat content, 32% increase in sodium content, and 11% increase in sugar during the 13-year span. (The Week, 2025)
The cereal industry alone uses a staggering 816 million pounds of sugar each year. (Veri, 2024)
Magic Spoon is way healthier!
Our strategy
Creative Executions
An OOH campaign that uses recognizable icons that hook attention fast and then flips the script. People think they know what they’re looking at, then realize it’s something else. We’re calling out our beloved childhood cereals by saying that even though our collective nostalgia is cute, the nutrition isn’t! This eye-catching, playful roast of people’s favorite mascots shows that Magic Spoon has the chops to stand out amongst and up against legacy cereals that don’t do our nutrition any good.