WS wins General Mills popcorn job

American food giant General Mills has hired Weber Shandwick to promote the launch of popcorn snack Pop Secret.

WS saw off Trimedia Communications and Counsel in a pitch for the business and will manage a six-month campaign in the run-up to the launch next spring.

Primarily aimed at mothers, the campaign will include the production of a booklet on ‘family fun’, detailing ideas for pastimes.

The campaign will also explore commercial relationships with DVD and video retailers. The popcorn will be positioned as a healthy alternative snack.

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