Big G's Sunrise shines light on 'Green' people

Pollack, Judann
March 1999
Advertising Age;3/22/1999, Vol. 70 Issue 12, p12
Trade Publication
This article reports on the plan of General Mills to focus on the New Green Mainstream group as its target consumers for its Sunrise, an organic cereal, in 1999. This group does not look at organic foods as a cause but rather as a wholesome family option. Some 40% of the U.S. population has expressed some interest in organic foods, leading General Mills to take a mass-appeal approach to marketing Sunrise. The wheat, corn and honey blend cereal is certified organic by Oregon Tilth, an industry organization that sets policies and standards for organic products. An estimated $25 million-plus introductory television and print campaigns breaks in mid-April 1999 via Campbell Mithun Esty.


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