Dive Brief:
- General Mills has unveiled a new social-first sketch comedy series aimed at promoting various brands within its packaged foods portfolio. The series, titled “The Snacktime Sketch Show,” consists of four episodes, each targeting a different comedic theme. The first episode, spoofing the popular reality TV show “Love Island,” is set to premiere on Oct. 5. Subsequent episodes will satirize corporate culture, artificial intelligence, and more.
- Developed in collaboration with Deadpan Media, the show features products like Totino’s, Gushers, and Nature Valley. General Mills is leveraging its brand social pages and a dedicated @SnackTimeSketchShow account to distribute the content.
Dive Insight:
General Mills is delving into the realm of sketch comedy tailored for social media platforms, akin to the format of “Saturday Night Live.” This move aligns with a broader trend of CPG marketers embracing social-first strategies to engage with younger audiences, like Gen Z, amidst a decline in traditional mass media consumption. The company aims to enhance engagement and brand equity for its snack products, positioning them as the unsung heroes of the snack aisle.
Blake Holman, Senior Director of Marketing Excellence at General Mills, highlighted the growing popularity of sketch comedy on social media and the ubiquitous presence of snacks in pop culture as the inspiration behind the show. By collaborating with top comedic talents, the company aims to create entertaining and shareable content that resonates with fans and showcases its brands in a humorous light.
“The Snacktime Sketch Show” offers a diverse range of episodes that feature different themes and General Mills brands. From a parody of “Love Island” to satirical takes on corporate dynamics and technology trends, the show promises a mix of entertainment and brand integration. The company plans to distribute the series across various social media platforms and support it with paid media efforts.
As General Mills works towards regaining growth in a challenging market, it has intensified its marketing initiatives. Recent social-first campaigns, such as the Gen Z-targeted “Must Cinnadust” campaign for Cinnamon Toast Crunch, have proven successful in driving brand performance. CEO Jeff Harmening noted the positive impact of these campaigns on the company’s marketing ROI and overall growth trajectory.