MINNEAPOLIS: Cinnamon Toast Crunch is turning 30 years old and engaging Millennials with a birthday campaign featuring experiential marketing, surprise-and-delight tactics, and cinnamon-inspired recipes.
The General Mills brand, which went to market in 1984, kicked off its 30th birthday celebration by adding more cinnamon to its cereal earlier this summer, followed by an ad campaign that launched on August 4.
On Thursday, Cinnamon Toast Crunch kicked off a partnership with marketing conversation social platform Chirpify, which included aggregating tweets using the #cinnablast hashtag and sending free samples to consumers upon request. The brand is planning to give away hundreds of thousands of samples, said Elizabeth Crocker, associate marketing manager for the cereal.
To spread the word about the multifaceted initiative, Cinnamon Toast Crunch is working with PR agency partner Current Lifestyle Marketing, which is reaching out to influencers and traditional print and TV media outlets. The firm is also supporting the brand’s social media platforms.
In early October, Cinnamon Toast Crunch will host a birthday brunch event for consumers at a music festival in Austin, Texas, Crocker added.
"We’re turning 30 just like our Millennial consumers, and we found that a lot of people celebrate their 30th birthday with brunches, so we thought it’d be really fun to throw a 30th birthday brunch to thank our fans for the wonderful 30 years and celebrate together," she explained.
In addition to the brunch event, the brand will visit workplaces nationwide through the end of October to give out samples of the revamped Cinnamon Toast Crunch cereal.
From an influencer standpoint, the brand has teamed up with social food network Tastemade to create cinnamon-inspired recipes, as well as creative recipes that include Cinnamon Toast Crunch. The recipes and photos will be available online for consumers next month through Tastemade’s social platforms.
The brand is also connecting with fans through the popular #throwbackthursday, or #tbt, Twitter phenomenon, where users post photos of themselves from the past. Cinnamon Toast Crunch will post its own throwback content from the last three decades on Twitter to keep the conversation relevant to fans, said Crocker.
Here’s a taste of Cinnamon Toast Crunch’s birthday initiatives on other social networks: