For my Principles and Practices of Strategic Communication course, my team developed a campaign to reposition Cinnamon Toast Crunch and increase brand reach and sales. I was selected as Creative Director, leading the design of our mock agency logo, campaign identity, advertisements, and final campaign book. As a team, we conducted a UW–Madison student survey, situational analysis, and MRI-Simmons research to identify target audiences, develop our creative strategy, plan brand and influencer partnerships, allocate media spending, and present our final campaign pitch.

Our agency, Oracle Juice, developed “More Than the Morning,” a campaign targeting Gen Z women and Millennial mothers, two audiences our research identified as more likely to purchase Cinnamon Toast Crunch and respond to social media advertising. Our strategy repositioned the cereal as a versatile ingredient for meals beyond breakfast, challenging its traditional image as an unhealthy morning cereal. Through influencer-led recipe content, out-of-home advertising, and unconventional food industry collaborations, we aimed to capitalize on social media food trends and encourage consumers to rethink how they use the product.

Overall, the project strengthened my creative leadership, communication, and collaboration skills while giving me hands-on experience developing an integrated marketing campaign. Looking back, I would have incorporated more specific MRI-Simmons data on our target audiences into our situational analysis and refined the campaign book's visual consistency, particularly on pages affected by time constraints.

Campaign Logo