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Tiny Toast

Humans Can’t Resist

Walrus was tapped to handle the launch of Tiny Toast, General Mills’ first new cereal brand since 1991. Our target audience was teenagers who hold sway on what breakfast foods end up in the shopping cart. The only problem was that teens didn’t care about cereal ads, and they watched zero television. General Mills’ tried-and-true cereal launch playbook wasn’t going to work. For today’s teens, media starts and ends with mobile devices; that’s where we started too.

The 100% mobile media plan was built entirely around teens’ favorite apps and all the work was customized to each platform.

See the whole case study, or watch the individual spots below.


Aided awareness up 51%
Base sales up 28%
Weekly sales doubled