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Research Director: Rachel Burns
Account Director: Mitchel Wrobel
Creative Director: Madison Amboian
Creative Director: Sydney McGinnis
Media Director: Stephanie Qadir
PR and Promotions Director: Mary Mulcahy
MakeEveryMealMagical
Make Every Meal Magical
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Table of Contents
About Us.............................
Situation Analysis...............
Campaign Strategy............
Creative Plan.......................
Media Plan..........................
PR & Promotions Plan........
Appendix.............................
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About Two Lakes
Communications
Two Lakes Communications was founded in 2016 in Madison,
Wisconsin by a team of UW-Madison students. Its name comes
from its location, as Madison is an isthmus between Lake
Mendota and Lake Monona. Two Lakes is an integrated
marketing communications agency committed to providing
unique branding campaigns for a wide variety of companies.
Account Director
Mitchel
Wrobel
Meida Director
Stephanie
Qadir
Research Director
Rachel
Burns
Creative Director
Sydney
McGinnis
PR/Promotions
Director
Mary
Mulcahy
Creative Director
Madison
Amboian

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Situation Analysis
Rachel Burns

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Fun Facts:
A Healthier General Mills
• Consumer foods company, founded in
1866 in Minneapolis, MN
• A top participant in the cereal industry,
second only to Kellogg’s
• The company is taking steps to align itself
with growing consumer interest in
wellness by making health improvements
in many of its product lines as well as
launching new products
• General Mills is dedicating itself to
phasing out all artificial colors and flavors
of their cereals by 2017
History of General Mills
“We’ve continued to listen to consumers who want to
see more recognizable and familiar ingredients on the
labels and challenged ourselves to remove barriers that
prevents adults and children from enjoying out cereals.”
– Jim Murphy
president of General Mills cereal division

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History of Lucky Charms
1963: Lucky Charms debuted with oat pieces in shapes of bells, fish, arrowheads,
clovers and X’s and marshmallows pieces (called “marbits”) shaped as green clovers,
pink hearts, orange stars and yellow moons. John Holahan developed the original
prototype based on cheerios pieces and chopped up pieces of his favorite candy.
Fun Fact: of the original “marbits,” only the pink heart remains
1964: Lucky the Leprechaun debuted with one of the most expensive advertising
roll-outs to that date. The campaign featured full color ads in Sunday comics and comic
books plus animated ads featuring the charming leprechaun.
1967: A kiss of sugar frosting was added to the oat pieces.
1975: Lucky was briefly replaced as the cereal mascot by Waldo the Wizard.
1996: Lucky featured special edition coins to commemorate the Atlanta Olympic
games.
2014: Lucky Charms turns 50.
2016: Lucky Charms are now gluten-free with 10 grams of sugar and 11 grams of
whole wheat per serving. General Mills is working to remove all artificial colors and
flavors by next year.

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The breakfast cereal industry in the United States is the most lucrative cereal market in
the world, according to a MarketLine Industry Profile from 2012. Cereal has long been
the backbone of breakfast in the United States, accounting for 88.8% of the market’s total
value.
However, the industry is beginning to decline as there is an increase in awareness and
concern about the nutritional value of cereals, with consumers opting for healthier,
on-the-go breakfast choices, such as granola bars and yogurt. In recent years, companies
have been making health improvements to their cereals as a result of increasing interest
in wellness among consumers. Based on recent trends, nearly half of Millennials (49%)
say products with “free-from” claims are worth paying more for, and 36% of consumers
would like more foods free of artificial colors.
Industry Trends
• The United States accounts for 42.4% of the global breakfast cereals market value
• By 2019, the market value of the cereal industry is forecasted to increase by 3.9%
since 2014, while the market volume is expected to decrease 3.5% in the same time
period
• United States industry-specific revenue is estimated to grow at an annualized rate of
1.9% to $2.5 billion by 2016
• In a survey of 1,210 internet users over the age of 18, 42% said they bought granola
bars as a meal replacement for breakfast
Industry Statistics

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The top players in the cereal industry are Kellogg and General Mills, both making up
over 55% of the market. Since the 1930s, there have been very few entrants to the
cereal industry, despite extraordinary profits and low start up and labor costs. The
cereals that have been on the market for decades have to continually develop their
strategy in order to increase sales.
Although cereal is traditionally seen as a breakfast meal, cereals like Lucky Charms that
have a taste people love can serve as a healthier alternative to these snack bars. It will
not be viewed as the healthiest option on the market, but Lucky Charms does offer
more health benefits than other sugary cereals. Instead of competing with options that
have a more health-centered image, we are focusing on cereals that are more similar to
Lucky Charms.
Competitive Environment

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Competitor Nutrition Comparison
Lucky Charms Fruit Loops Frosted Flakes
Cinnamon
Toast Crunch
Nutritional
Facts
Ingredients
Strengths
&
Weaknesses
Saturated Fat: 0g
Cholesterol: 0mg
Sodium: 170mg
Total Carbohydrates: 22g
Dietary Fiber: 2g
Sugars: 10g
Protein: 2g
Whole Grain Oats, Sugar,
Oat Flour, Corn Syrup,
Modified Corn Starch, Corn
Starch, Dextrose, Salt,
Gelatin, Trisodium
Phosphate, Artificial Colors,
Natural and Artificial Flavor,
Vitamin E
• General Mills
• Recognizable mascot
and slogan
• Removing artificial colors
and flavors
• Gluten-free
Saturated Fat: 0.5g
Cholesterol: 0mg
Sodium: 150mg
Total Carbohydrates: 25g
Dietary Fiber: 3g
Sugars: 10g
Protein: 1g
Saturated Fat: 0g
Cholesterol: 0mg
Sodium: 150mg
Total Carbohydrates: 26g
Dietary Fiber: <1g
Sugars: 10g
Protein: 1g
Saturated Fat: 0.5g
Cholesterol: 0mg
Sodium:180 mg
Total Carbohydrates: 25g
Dietary Fiber: 2g
Sugars: 9g
Protein: 1g
Sugar, Corn Flour Blend,
Wheat Flour, Whole Grain
Oat Flour, Oat Fiber, Mod-
ified Food Starch, Soluble
Corn Fiber, Natural Flavor,
Red 40, Tumeric Extract
Color, Yellow 6, Blue 1,
Annatto Extract Color, BHT
Milled Corn, Sugar, Malt
Flavor, BHT, Iron,
Niacinamide, Folic Acid,
Vitamins C, B6, B2,
A Palmitale, D, B12
Whole Grain Wheat, Sugar,
Rice Flour, Rice Bran and/or
Canola Oil, Fructose, Malto-
dectric, Dextrose, Salt, Cinna-
mon, Trisodium Phosphate,
Soy Lecithin, Caramel Color,
BHT, Calcium Carbonate, Zinc
and Iron, Vitamins C, A, B, B2,
B1, B12, D3
• Kellogg’s
• Bright, colorful packaging
• Popular cereal brand
• Promotes being active to
kids
• Kellogg’s
• Recognizable mascot and
slogan
• Promotes being active to
kids
• General Mills
• Recognizable packaging
• More whole grain than
any other ingredient

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Consumer Analysis
Based on findings from Simmons data regarding the consumption of Lucky Charms
in households, we know that consumers concerned with healthy, all natural foods are
not choosing Lucky Charms. Instead, our current consumers live a fast-paced lifestyle,
are less concerned with the nutritional value of their cereal and could be swayed to try
other cereals based on price and available coupons.
Those who have Lucky Charms in their
household agreed with the following
statements:
“Often I can be swayed by coupons to try
new food products.”
“I frequently eat sweets.”
“Fast food fits my busy lifestyle.”
Those who do not have Lucky Charms
in their households agreed with the
following statements:
“I prefer to eat foods without artificial
additives.”
“When shopping for food, I especially
look for organic or natural foods”
“Nutritional value is the most important
factor in what food I eat”
1. 55.42% of respondents ages 18 to 25 ate cereal as a kid.
Of that percentage, 20.48% still eat Lucky Charms today.
2. 62.65% of cereal consumers eat cereal for breakfast, while
31.33% eat cereal as a snack.
Further insights

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Current Consumers
Primary Consumer: Busy/ Working Parents,Ages 34-44
• Age Range: 34-44; Income: $75,000-$149,000
• Data shows that our primary consumer base includes busy families that do not have
time to sit down for meals together, and instead opt for quicker and easier choices
Secondary Consumer: Young Adults,Ages 18-24
• Age Range: 18-24; Income: 15,000-19,999 / $25,000-$29,000
• There is a strong nostalgic appeal among Millennials, with 68% saying the brand
they loved as a kid is still their favorite. General Mills has appealed to the nostalgic
Millennial audience through its “retro boxes” tradition, which included redesigning
its packaging with original artwork.

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Brand Analysis
For over 50 years, Lucky Charms cereal has been a childhood favorite with its
recognizable image driven by the brand’s popular mascot, Lucky the Leprechaun, and
catchy slogan, “They’re magically delicious!”
With the increasing number of health-conscious consumers today, the brand is seeing
shifting public opinion and a decrease in sales as it cannot provide kids with the same
nutritional value that other healthier options can. In an attempt to create a healthier
public image for Lucky Charms and the company as a whole, General Mills has
decreased the cereal’s sugar content, made it gluten-free, and is in the process of
removing artificial colors and flavors.
Our team conducted a survey to measure opinions on the brand. When asked to reveal
words or phrases that came to mind when they hear “Lucky Charms,” we received a
variety of responses.
Survery Responses
• Leprechaun
• Marshmallows
• Rainbow
• Colorful
• Sugar
• Delicious
• Childhood
• Happy

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Media Usage Analysis
Lucky Charms uses multiple media platforms to promote its brand in general as well as specific promotional
campaigns. Social media accounts for the brand are helpful for not only promoting the cereal’s brand, but also
for establishing direct connections with the cereal’s consumers
#MagicallyDelicious – Social Media Engagement:
Facebook
Twitter
Instagram
• Posts once per week, quickly responding directly to customer comments, concerns
and questions
• Frequently shares followers’ posts that feature Lucky Charms Cereal
• “Start the School Year with a Bowl of Luck,” featured at the end of August
• Uses this as a platform for cross-promotions. For example, in July 2016, Lucky
Charms gave out figurines based on characters from The Secret Life of Pets movie in
select boxes.
• Posts content every 2-3 days
• Responds to suggestions: “We will pass this on to our team”
• Asks users with complaints to direct message the account for further information on
their issues and how correct and respond them
• On September 25, they tweeted at select Twitter users “good luck” for “the luckiest
day of the year”
• Posts about two times per week, not just their own pictures, but consumers’ pictures
too, engaging consumer involvement with the brand

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Creative Analysis
Lucky Charms has kept a fairly consistent creative image throughout the cereal’s 50 years on the market (other
than a brief mascot change in 1975). The colorful red and yellow box grabs people’s attention and promotes
hunger. In addition, Lucky the Leprechaun and his slogan, “They’re magically delicious!” that have been around
for decades creates a cheerful, memorable impression among both children and adults.
Advertising campaigns have customarily targeted children, peaking their interest with playful commercials
starring Lucky the Leprechaun and keeping them interested with their games and activities on the boxes. In
addition, Lucky Charms is ahead of the curve when it comes to thinking of an adult audience.
Some promotional advertising tactics have included limited-edition boxes, such as “retro-boxes” and unique
packages designed specifically for holidays, seasons and significant events, such as the Olympics and the
moon landing.
In order to keep up with a growing consumer interest in health and wellness, Lucky Charms has begun to
highlight its specific health improvements. These health improvements include reducing its sugar content,
increasing its whole grain content, and removing artificial colors and flavors. Continuing to focus on adult
consumers and the improving nutritional values of Lucky Charms will contribute to the continued success of
the brand.

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Public Opinion Analysis
In today’s busy society, people want more convenient and on-the-go breakfasts, but they also want healthier,
protein-rich options that keep them fuller for longer. Lucky Charms is facing declining sales and public
opinions because of the unhealthy, sugar-filled image it has. The cereal’s youthful advertising captures
children’s attention, but it does not convince parents with buying power to purchase a cereal that does not
have enough nutritional value for their kids. As a result, Lucky Charms has been moving toward a healthier
brand image and improving the cereal’s nutritional value.
Lucky Charms uses its social media accounts to respond to customer complaints, either by responding directly
to critical comments or asking the user to direct message them for a more personal conversation about
concerns.
The last time Lucky Charms was covered by major news outlets was in 2015 with the brand’s announcement of
working towards the removal of artificial colors and flavors by the end of 2017. In September of 2016, scientists
announced that they are struggling to reproduce the bright colors of the marshmallows with natural colors.
Blues and greens pose a particularly difficult challenge, as scientists have yet to produce the colors without
changing the taste. General Mills worries about changing the colors of the cereal and losing its nostalgic touch.
The brand is continuing efforts to create a healthier image for the cereal to align with consumer needs.
Stakeholders
Employees:
Retailers:
Schools:
Consumers:
General Mills has approximately 39,000 part and full-time employees around the world
General Mills has $2.3 billion in retail cereal sales. Lucky Charms has become a staple, expected item in
numerous grocery stores, hotels and even hospitals.
Schools receive funding from Box Top for Education, which are featured on General Mills products
(including Lucky Charms). Each school can earn up to $20,000 through Box Top clippings.
While many consumers love the familiar look and playful nature of the cereal, others are concerned with
its nutritional value and certain ingredients. Lucky Charms would have a difficult time addressing these
concerns without altering the production or product itself.

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SWOT Analysis
• Very recognizable brand mascot with Lucky the Leprechaun and
the slogan, “They’re magically delicious!”
• Has a very nostalgic appeal to young adults/adults
• Lucky Charms is ahead of the curve when it comes to thinking
about an adult audience; most of the competition is just
marketing to kids
• Move towards a healthier image by becoming gluten-free and
removing artificial colors and flavors
• General Mills has the second largest market share (27.2%) in the
industry
• Box tops align with positive consumer views
• Cereal sales in general are declining and people are
choosing more on-the-go breakfast options
• People don’t view Lucky Charms as a healthy choice (It is not
kosher, vegetarian or dairy-free)
• Scientists having trouble finding success at removing
artificial colors and flavors without altering the taste
• Lucky Charms is a quick meal that kids and parents can enjoy
together, similar to Cheerios’ family centered appeal to
consumers
• This cereal is not just about breakfast, but a snack to enjoy
throughout the day
• Compared to similar cereals, Lucky Charms provides at least a
slight health advantage to some competitors in the market
• Can take advantage of the cereal’s recognizable brand and
expand on that to maintain a consistent brand voice
• On-the-go breakfast choices taking away from cereal
consumers and cereal sales are declining
• In today’s fast paced society, people may be skipping
breakfast altogether
• Health-conscious consumers are increasingly choosing
high-protein, healthy breakfast options
WeaknessesStrengths
Opportunities Threats

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Key Issues and Implications
1. In today’s fast-paced society, people are choosing quick, on-the-go breakfast
options to accommodate their hectic schedules. Although there are faster options for
consumers to take with them, Lucky Charms is still a quick option that families can
enjoy together.
2. Consumers are becoming increasingly health conscious and want to be eating more
organic and natural foods, but Lucky Charms does not have a significantly positive
health image. General Mills is adapting the cereal to reduce sugar and remove
artificial colors and flavors, but it is still not seen as the healthiest option available.
Making health benefits the central focus of the campaign would not be successful.
3. Lucky Charms is not always about breakfast; it can be consumed at any time of the
day. Kids like that they can view it as a treat, while parents like that it has some health
benefits compared to other sugary options. In addition to the cereal’s health benefits, it
is also a stealthy way to get children to have milk. It is a better treat for kids to have
rather than having chips or candy bars.

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Campaign Strategy
Mitchel Wrobel

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Consumer Targets
As one of the country’s most popular cereals with $290 million in sales in 2014 ,
Lucky Charms already has a broad consumer base to build off. In order to reach the
largest consumer base, we have chosen both a primary and secondary consumer
target for our “Make Every Meal Magical” campaign strategy.
Two Lakes Communications is excited to reveal the “Make Every Meal Magical”
Campaign for Lucky Charms. The ultimate goal of our “Make Every Meal Magical”
campaign is to expand on the view of Lucky Charms as solely a breakfast cereal. While
Lucky Charms is part of a convenient, balanced breakfast, it is more than that. It can be
used as a snack at all times of day that all ages can enjoy. While it is unlikely that Lucky
Charms will ever be seen as a health food, it has numerous nutritional advantages in
comparison to other products in its category. Lucky Charms has zero fat and
cholesterol and just 10 grams of sugar. In addition, it is most often eaten with milk, so
consumers are getting an added source of protein and calcium.
Campaign Objectives

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Key Insights:
• The majority of people eat cereal at times other than breakfast,
which means Lucky Charms can be eaten at times other than
breakfast as well
• Our primary consumers live a fast-paced lifestyle that requires
a versatile, healthy and good-tasting snack for the whole
family that can accommodate to their lifestyle – Lucky Charms
is the perfect snack for this
• While these fast-paced families often do not have time to sit
down for a family meal, the family-oriented and nostalgic value
of the Lucky Charms brand allows for families to take a break
from their hectic schedule to enjoy time together
Primary Target: The Bakers
Our primary target is the current consumer of Lucky Charms.
Characterized by their on-the-go lifestyle and large household
size, our primary consumer is in constant need of a versatile
snack that is a healthier alternative to other common snack
foods such as cookies or candy bars. As middle-aged 30 to
49-year-olds, they are familiar with the Lucky Charms brand and
likely ate it as a child, adding nostalgic value to the brand name.
Additionally, the percentage of Lucky Charms consumers who
are adults has risen to 45 percent.
Our primary consumers like to live life on-the-go. Their large
families and full-time work keep them busy. They wake up early
in the morning, get their children ready for school, then go to
work for the entire day. After getting home, they are often tired
out and just want a quick snack for their children. They often
probably relax by watching cable and primetime television with
their family, have a quick dinner and then go to bed to start
their hectic lifestyle over again.
The Bakers
Age
Family
Status
Location
Household
Income
Media Mix
Lifestyle
Eating
Habits
30-49
4+, married
Midwest
$100,000 - $150,000
Mostly Cable TV
Fast-paced, on-the-go
Rarely sit down for meals at home, slightly
concerned with health but not a top priority

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Secondary Target: Mitch
Our secondary target consumer is the younger version of the
primary consumer. The secondary consumer will one day grow
into our primary consumer. Since 68 percent of Millennials say
the brand they loved as a kid is still their favorite, it is important
to stress Lucky Charms to this consumer group. Our secondary
consumers are aged 18 to 29, single and live in urban areas.
They are highly digitalized and spend much of their time on
social media, which will be a major means of reaching them
through our campaign. Similar to our primary consumer,
secondary consumers live a fast-paced lifestyle where quick and
easy snacks are a necessity.
Mitch
Age
Family
Status
Location
Household
Income
Media Mix
Lifestyle
Eating
Habits
18-29
Single, unmarried
Urban areas, big cities
$50,000 or less
Mostly online, social media
Fast-paced, on-the-go,
“young professional”
Quick snacks, unlikely to cook,
eat out often
Key Insights:
• Similar to our primary target, the majority of people eat cereal
at times other than breakfast – Lucky Charms can position itself
as a versatile every-day snack that can be eaten any time
• The fast-paced and hard-working lifestyle of our secondary
consumer means that they don’t have time to cook for
themselves. Lucky Charms provides a healthier alternative to
fast food or other unhealthy snacks that this group would
otherwise be eating

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Tertiary Targets
We realize that consumers are not the only people who buy Lucky Charms. In addition to our primary and
secondary consumer targets, we will also include business-to-business targets. As important distributors of
Lucky Charms, grocery stores and wholesale retailers will be included in our tertiary target group.
Additionally, cooking brands and chef thought-leaders will be included in our target market to help position
Lucky Charms as a versatile and healthy alternative snack food.
Competitive Advantage
While many cereals on the market resonate well with either parents or children, very few attract all ages as
well as Lucky Charms. The bright colors, tasty marshmallows and appeal of the Lucky the Leprechaun mascot
attract children, while the healthy and nostalgic nature of the product attract parents. Thus, Lucky Charms can
be seen as a treat to children and an easy meal or snack option for parents.
Lucky Charms stands apart from other sugary cereal competitors in a number of ways. The colorful
marshmallows that distinguish Lucky Charms are something that is not found in any other product. Also, Lucky
Charms easily positions itself as more than a breakfast food – it is something that can be consumed at all
times of the day. While other cereals may be able to claim this as well, Lucky Charms’ unique flavor and fun
marshmallows make it a snack that does not get boring. Additionally, Lucky Charms is comparably healthier
than its sugar cereal competitors and other common snack foods that individuals eat throughout the day.
Unique Selling Proposition

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Brand Positioning
Lucky Charms’ current brand position is as a kids’ breakfast cereal that many associate with bright colors, high
levels of sugar and nostalgia. Throughout the “Make Every Meal Magical” campaign, Lucky Charms will be
branded as a family-oriented, convenient and adaptable snack that can be enjoyed by all members of the
family at all times of day. Eating Lucky Charms provides the perfect opportunity for large families to enjoy a
much-needed escape from their hectic lifestyle; even if only for a 5-minute snack. Lucky Charms is already
ahead of its competition in marketing to an adult audience. In 2014, Lucky Charms experienced a 3 percent
jump in sales after an advertising campaign directed at young adults. While it has had some difficulties
maintaining a consistent brand image across campaigns, this new strategy can position the brand as a snack
or quick meal option against competitors that will appeal to consumers of all ages.
Lucky Charms currently has a very favorable brand personality, and that is something that we want to build off.
Its bright colors, playful attitude and imaginative mascot are attractive to all ages. In addition to this, we want
to invoke nostalgia and family values through our campaign. When consumers eat Lucky Charms, they should
feel sentimental, reminiscent, family-oriented, playful and happy. Through the “Make Every Meal Magical”
campaign, we want to reinforce the brand’s family values, such as enjoying a simple meal together that
everyone can easily fit in their busy schedules.
Additionally, Lucky Charms is a healthier option than many other popular cereals and snack foods. For
example, it is made with whole grains, has 10 grams of sugar per serving and has numerous vitamins and
minerals. Currently, many consumers still associate Lucky Charms with bright, artificial colors and high sugar
content. According to 2014 Simmons data, non-consumers of Lucky Charms avoid sugar and prefer natural
ingredients. Lucky Charms will be removing its artificial colors by 2017 and has a lower sugar content per
serving than Fruit Loops and Frosted Flakes. Kids will still feel as if they are eating a treat for a snack, but
parents will know it is a healthier option than many snack foods, such as chips or cookies.

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Scope and Reach
Due to the broad reach of our target consumers and Lucky
Charms brand, our integrated campaign will focus on a number
of areas. By using our campaign name, “Make Every Meal
Magical,” along with the slogan, “any time of the day can be
magical,” advertisements will stress family values and taking a
break from the fast-paced lifestyle to enjoy Lucky Charms
together. Media placements on cable television will be focused
around the spring and summer time, after school when children
are home. Advertising pushes on social media and television will
also take place around the holiday seasons, when families often
spend time together. Campaigns will be focused in urban areas
and in the Midwest and South. These are the regions where most
of our target market is concentrated.

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Creative Brief
Currently, Lucky Charms finds itself at a strange point between trying to keep up with a growing health-conscious
trend in people’s diet and maintaining its image as a popular sugar cereal. Lucky Charms is embracing this health
debate by trying to cut out artificial food coloring, by offering gluten-free options and by reducing sugar content.
While the healthful benefits that Lucky Charms offers are a great addition to the delicious cereal, Two Lakes
Communications would instead like to focus on the idea of Lucky Charms more than a breakfast food. According
to Simmons data, cereals such as Lucky Charms are often eaten throughout the day. We can expand on this to
make Lucky Charms a snack that can be eaten at all times of the day.
In one word, Lucky Charms can be described as versatile. Lucky Charms fits into the on-the-go lifestyle of our
primary and secondary target consumers by offering a quick, healthy and appealing snack or meal to all ages.
With General Mills’ trusted image as a leader in the cereal industry at 31 percent market share, consumers will find
the campaign trustworthy and motivating.
A number of results are desired from the “Make Every Meal Magical” campaign. First, consumers should see Lucky
Charms as more than just a breakfast meal and as an essential snack food that does not get boring and can be
enjoyed at all times of the day. After interacting with this campaign, consumers should feel satisfied and content
with their decision to eat Lucky Charms. They should also feel family-oriented, as the Lucky Charms brand evokes
memories and nostalgia. The “Make Every Meal Magical” campaign will use the family-oriented, soft-sell and
emotional appeal in all its advertisements across different mediums. The campaign stresses taking a break from
the fast-paced lifestyle, even if just for a few minutes. We will look to touch on family values and feel-good
persuasion messages. Through emotional, soft-sell advertisements, consumers will be urged to reminisce on their
own memories with Lucky Charms and look to create new ones as well.

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Creative Plan
Sydney McGinnis
Madison Amboian

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Creative Concept
For this campaign, we want to focus our attention on families being able to enjoy Lucky Charms at any time of
the day. Our campaign is meant to show that Lucky Charms is truly a versatile cereal. We want to show our
target consumers that they can enjoy this cereal not only during breakfast time, but also as a quick and
healthy snack regardless of age.
The plan grows off of the situation analysis and campaign strategy because we will design the content around
the primary and secondary consumers’ lifestyles. These groups depict busy adults who are always on-the-go.
The primary audience is the current consumer, busy adults with children. They have grown up with the cereal
and have brand awareness, so they will understand subtle identifiers, such as the marshmallows and Lucky
the Leprechaun. We will take advantage of these traits by creating simplistic print and billboard ads that take
minimal energy to understand. We believe the simplicity will allow the ads to stand out through the clutter of
advertisements seen daily. Because the primary consumers already eat cereal at times other than breakfast,
the ads will be a quick reminder. We will also target the 18 to 29 age bracket as our secondary consumers
because studies show that Millennials prefer the brand they enjoyed as a kid. These secondary consumers will
grow up to become our primary consumers.
Unifying Elements
Theme: Family values, eating at any time of the day
Tagline: “Any time of the day can be magical”
Slogan: “Make every meal magical”
Jingle: Current jingle, but using our new slogan
Continuity Devices: Keeping the mascot and logo as it currently is

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Unique Properties
Using fun colors that give the ads a
magical feel emphasizes the unique
properties of the brand. We will
emphasize the idea that Lucky Charms is
not limited to breakfast. The creative alters
the brand personality and overall
branding by appealing to both children
and adults. We want Lucky Charms to be
an experience that can be enjoyed
together as a family at any time of day.
Audience Impact
Our intention is to have the audience feel
that they can indulge in a bowl of Lucky
Charms at any time of the day. Our
primary consumers include middle class
adults with larger families. Research has
shown that both children and adults like
Lucky Charms cereal. Therefore, Lucky
Charms wants to be a snack that families
can enjoy together at any time of the day.

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Campaign Advantages and Appeal
Our campaign theme is that you can eat Lucky Charms at any time of the day. We will keep the logo and
mascot the same as it currently stands. We think that this is an iconic character, and the fact that it is instantly
recognizable will be a benefit to our campaign. Consumers already know and love Lucky the Leprechaun
because they were exposed to the character growing up. Keeping the logo will be beneficial because our
consumers already recognize it.
For this campaign, we are keeping the same tune of the Lucky Charms’ jingle. We will, however, make an
acoustic version for the jingle and change the words to our slogan, “make every meal magical.” This way,
people will still identify with Lucky Charms’ past branding, but will hear something new.
We are changing the slogan from “They’re magically delicious!” to “Make every meal magical.” Our
tagline will be “any time of the day can be magical,” building upon our slogan. Lucky Charms is not a cereal
that must be eaten at conventional breakfast times. In fact, Simmons data has shown that most people eat
Lucky Charms as a snack between meals.
We will leave the website mostly untouched, but we will incorporate new elements and legitimize the
campaign.
The elements that we are unifying throughout this campaign are family values and eating Lucky Charms at
any time of the day. We want Lucky Charms to be a cereal that brings joy to a family in a fun, magical and
imaginative way. We will capitalize on the fact that not all families have sufficient time to sit down for a
traditional meal. Our campaign encourages families to enjoy a bowl of Lucky Charms together, even when
they come home from work or school. We hope to see a transformation in brand identity and awareness as
our Lucky Charms campaign progresses.
The position of the product relative to the competition is that it is a brand that resonates with more than
just young children. The current brand image identifies this trait, but still separates commercials and ads by
using a variety of cartoons and human characters. By unifying Lucky Charms under one universal idea, our
audience will better understand us as a brand.

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Brand Goals
1. Appeal to both children and adults
Our primary target includes parents with larger families. Lucky Charms is a great
alternative for on-the-go families that do not have time for a conventional breakfast. It is
a cereal that will provide the family with a delicious breakfast that can be enjoyed when
our consumers have time.
2. Enjoy Lucky Charms at any time of the day
Our campaign will strongly enforce the idea that Lucky Charms can be enjoyed at any
time of the day, and is a great choice for not only breakfast, but also as a snack. Our
secondary target includes young adults from the ages 18 to 29. These young adults
have just entered the work force and are constantly on the move. They may not have
time to sit down for a meal, but that is no worry for them. Lucky Charms can be enjoyed
at any time of the day, and these young adults can indulge in a bowl of Lucky Charms
whenever they are seeking a delicious snack.
3. Share with family and friends
We want to emphasize that Lucky Charms is meant to be shared and convenient. It
is accessible to almost anyone and should be enjoyed with good company. Lucky
Charms has a combination of the delicious marshmallows to add just the right amount
of sweetness to your day. Our slogan stating that “any time of the day can be magical”
is shown through eating Lucky Charms whenever, wherever and with whomever you
please.

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Commercial One
Sentimental music is playing throughout the entire commercial. The music should invoke emotions of a warm
family dynamic and togetherness. Every part of the commercial should feel light-hearted, care-free and
extremely family oriented. We will push Lucky Charms as being convenient and adaptable. This food is not just
a breakfast cereal. There are no words spoken throughout the ad, but the emotions will be portrayed by the
music and light-hearted family behavior. Lucky Charms is partnering with Disney as promotional tactic.
1. A family consisting of young kids and parents are pictured spending the day at Disney World. They are
clearly happy and enjoying their time together while doing different activities.
2. The family goes on rides together, the young kids get their faces painted, and the family takes pictures with
the disney characters. (Implement realistic sounds, like laughing, fun screaming, the rides moving, mixing in
with the music.)

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4. At night, when they get back after a great day, the young kid grabs a box of Lucky Charms cereal. The mom
grabs bowls and spoons and the dad gets the milk from the fridge. The whole family sits down together, they
are socializing, laughing and mouthing words because the music is still the main audio. make it clear that it is
not breakfast time
5. Each family member pours their bowl of cereal. The commercial will show that they are completely satisfied
and happy with their first bites.
Commercial ends by panning out and seeing the whole family enjoying the cereal together
as the jingle is played. A voiceover will say “keep the magic going even after the trip.” The
Lucky Charms logo and slogan shows up in the middle of the screen just a few seconds
before the end of the commercial.
Commercial One (Cont.)
3. The family comes back from Disney World wearing Mickey ears. They are happy and the energy is
light-hearted. They are excited to have experienced the park together.

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Commercial Two
There are no words in this ad. There will be comforting, family-oriented music playing in the background.
1. A little boy about four years old runs off from the school bus, into his kitchen and grabs the box of Lucky
2. He runs up to his mom who is sitting at the kitchen counter after his first day of school. He has just put his
backpack away and is really excited to enjoy this Lucky Charms with his mom. Since he is just coming home
from school, it clearly shows that he is eating the Lucky Charms as a snack in the afternoon. She grabs the
Lucky Charms from him and pours the cereal into two bowls as they sit down and enjoy eating together. close
up of the cereal being poured, then pan out to them sitting together eating. Close up of each of them smiling
while eating
3. The same boy is now in high school and comes back from sports practice in the evening. As he did in the first
scene, he goes to the cabinets to grab the Lucky Charms and this time he pours two bowls for himself and his
mom. It is nighttime and they both sit there smiling while eating their Lucky Charms. pan to both of their faces
individually smiling, same as scene before

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4. Again, the same boy comes back as a father with his daughter, who is just about four years old. It is a nice
Sunday morning, as the grandma hears a knock on the door. She checks her watch. The time says 11:30 am.
She smiles with delight, as they are right on time. The father and his daughter walk in holding hands, and she
runs to the counter where she sees the Lucky Charms sitting out. She grabs it, because she has grown up
eating it, and it is extremely convenient for her. She puts it on the table with a huge smile on her face. Her
father and his mother look at each other smiling, and the dad hands the box of Lucky Charms to his mother
as he gets up to grab them bowls to eat the Lucky Charms. The grandmother is looking at them, so delighted,
and enjoys a snack with her granddaughter. Pan to father smiling, and then show the grandma and her
granddaughter eating and enjoying the bowl of cereal at night because it has become more than just a
breakfast cereal for them
Commercial ends by panning out and seeing all three of them enjoying the cereal together as the jingle is played. The Lucky Charms
logo shows up in the middle of the screen, then the words “anytime of the day can be magical,” just a few seconds before the end of
the commercial.
Commercial Two (Cont.)

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Billboard
Rationale
We will place the billboard along popular highways and on busy streets throughout the
duration of the campaign because our primary and secondary consumer is typically
on-the-go. They are likely the people who are spending a significant amount of time in
the car, whether going to work or taking kids to their activities. We will maintain the fun
and magical feel by exchanging the numbers on a typical clock for the Lucky Charms
marshmallows. The bright colors should draw attention and the simplicity should allow
the consumers to understand what the message is trying to convey.

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Print Advertisements
These ads will also be parallel to the previous ad. They will be placed in InStyle
Magazine and Everyday with Rachael Ray throughout the duration of the campaign.
Because choosing cereal is a low involvement product, it is important that the
consumer knows quickly what the ad is and what it is trying to get them to do. We will
use fun colors, but we don’t want our consumer to work hard to understand the
advertisement. We will use different variations of the same message in order to
maintain engagement. If the consumer is repeatedly exposed to the same material,
they will probably get sick of it after a while.
Rationale

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Radio Script
This radio script is a narrator speaking to the driver. It is meant to make the listener hungry, and make them
think of Lucky Charms. We want to clearly convey the message that Lucky Charms does not have to be eaten at
breakfast time, but in fact can be eaten as a snack throughout the day.
“You hear that?” **stomach grumbling sound**
Someone sounds hungry!
Do you wish you had the perfect snack to satisfy that hunger?
Don’t turn into that McDonald’s that you’re passing by or the Subway around the corner.
Indulge in a bowl of Lucky Charms.
Because any time of the day can be magical.”
Jingle **make every meal magical**

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Website
Small amount of campaign implemented

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Interactive One
We will promote this color-changing banner on Facebook. We want the background
of the image to change color from daytime to nighttime colors. This constant cycle of
color change will promote the idea that Lucky Charms can be eaten at any time of day.
We are maintaining the simplicity characteristic for our ads to make them more reader
friendly and hopefully break through the clutter. The banner will take the users to the
Lucky Charms Facebook page where they will hopefully like and follow the account.

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Interactive Two
We will show this banner on Facebook and Hulu. This ad aligns with our marshmallow
design contest (explained in the PR/Promotions Plan section). We want to get users
involved with Lucky Charms. By giving consumers the opportunity to put their own
personal touch on Lucky Charms, people will actually focus their attention on the brand
itself. We hope this will bring more brand awareness and liking. Again, we used fun,
light-hearted and magical colors to reinforce our brand image. We also kept the
message simple to encourage readers to actually engage and click on the ad. This
banner will take users to the website where we will have a temporary page created.
Here they will be able to submit their marshmallow design.

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Media Plan
Stephanie Qadir

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Target
Many of our media vehicles were chosen because they are viewed or utilized by a large portion of our
primary and secondary audiences. Our strategy is to target our audience across a variety of different types of
media on different platforms so that they can be continually exposed to the campaign while maximizing our
$12 million budget. Our target demographic, married adults in the age range of 30 to 49 living in the
Midwest with a family size of four or more people, consumes various types of media on which we hope to
connect them to our campaign, as well as their children. As Simmons data does not take into consideration
the lifestyles of those under the age of 18, an age group that could include the children of our primary target,
we selected media that could also have the potential to be viewed by our target market’s children as well
to incorporate the idea of families wanting to eat Lucky Charms together. Another target our firm hopes to
reach is the current consumer of Lucky Charms, young working professionals who live in urban areas. By
targeting multiple audiences in media placement, our firm aims to expand knowledge, likability and
consumption of Lucky Charms across a wide variety of groups.
Regionality
There will be an emphasis on advertising in
the Midwest while still advertising in
different areas around the country.

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Timing
Contingency
Our strategy will use a pulsing technique wherein
advertisements are continually run throughout the year but
emphasized over the summer months (June to August) and
around the holiday season (November to January). The two time
periods are when children and families are able to spend time
together because school is not necessarily in session. The
campaign will start in June to kick off more intense media
promotion for the duration of the summer. It will gradually
decrease to a steady promotion, while becoming increasingly
aggressive around the holiday season, and conclude after a full
calendar year the following June. The daily timing of the
individual advertisements were selected to be, for the most part,
at nighttime. For example, during primetime TV hours when
most family members are home after school and work, as well as
some daytime and early evening coverage.
We will set aside $500,000 of the total budget in case of
emergencies that could require some funding to ameliorate.

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Impact Media
We chose the Grammy Awards for a spot to air an advertisement for Lucky Charms because of its large reach.
Of the Grammy’s viewers, 32.9 percent fall into the 30 to 49 age range. Since 40.9 percent of VMA viewers fall
into our target age category, we decided to buy an advertisement during the MTV Video Music Awards. We
also considered that because these two events are major awards shows, families may watch them together
and thus children can also be exposed to our campaign. Two separate advertisements were purchased for
airing during the NBA playoffs, one each in May and June. Although they are somewhat costly, they have 37.7
percent viewership in our target demographic age range. The playoffs proved to be a cheaper alternative to
potentially wider-reaching but drastically more expensive events such as the Super Bowl.
An active social media presence will also be established for the brand using Facebook, Twitter, and Instagram
to engage one-on-one with followers to encourage the use of hashtags and direct messaging the page
administrators with any concerns in an effort to foster good customer relations. A budget does not need to be
allocated for this virtually free publicity.
The coverage during our emphasis seasons during the summer and subsequently in the winter holiday
season on different unique impact media forms such as Pandora and Hulu will increase the exposure of our
target to Lucky Charms because we are using such a wide variety of outlets.
Additionally, a one-time fee of $25,000 will be paid to account for the management of Search Engine
Optimization so that information about Lucky Charms can easily be found on search engines.
For one year, a rich media ad will be placed on Facebook each month. Facebook has billions of users,
therefore allowing a large potential reach. Rich media will be more effective and is necessary because of the
interactive features that will be present within the ads to draw potential consumers into the brand.
A Pandora ad costing $15,000 per month will run from October to January to give additional awareness to
Pandora listeners, as 45.3 percent of Pandora listeners are in our primary target age range. Also, a monthly
advertisement costing $35,000 per month will run on Hulu from the months June to August because a large
portion of Hulu users (42.5 percent) are within the primary target age range.
An active social media presence will also be established for the brand using Facebook, Twitter and Instagram
to engage one-on-one with followers. This will encourage the use of hashtags and direct messaging the page
administrators with any concerns in an effort to foster good customer relations. A budget does not need to be
allocated for this virtually free publicity.
The coverage during our emphasized seasons of the summer and the winter holiday season on different
unique impact media forms, such as Pandora and Hulu, will increase the exposure of our target to Lucky
Charms because we are using such a wide variety of outlets.

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Traditional Media
We will utilize different forms of traditional media to
ensure that coverage and brand awareness will ensue.
We will also dedicate 40 percent of the remaining
budget after contingencies and impact media spending
are subtracted to cable television primetime and late
night/fringe national television (20 percent each). These
channels were chosen because they are the primary
media that our target consumes and tunes into on a
regular basis. Cable TV primetime fits the schedule of
busy working parents who do not have time watch TV
during the day and can watch the evening news after
work gets out. Additionally, our young, professional
secondary consumer is an avid watcher of late-night
programs including Adult Swim (a sub-channel on
Cartoon Network that plays more mature shows after
8:00 p.m.) and Nick at Nite. In one study, those who
viewed the channel Adult Swim were 86 percent more
likely than others to have eaten Lucky Charms in the past
seven days. Fifteen percent of the budget will be
dedicated to daytime spot television. When our
consumers have limited time during the day to watch
TV, we want to ensure coverage throughout the day on
channels such as Food Network and the E! Network. Ten
percent will be put towards spot late night and fringe
television, while 10 percent will be given to early evening
and fringe national television to cater towards this
secondary target.
Television
Google keywords,
1/month
1. Lucky Charms
2. Leprechaun
3. Magically Delicious
4. Magical
5. Easy Recipes
6. Best Breakfast
7. Cereal
8. Convenient snack
9. Anytime
10. On-the-Go

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Radio
Radio will also be used because of its wide reach and impressive cost effectiveness.
Fifteen percent of the remaining budget will be put towards national radio drive times
so that consumers may hear about Lucky Charms while on the commute to or from
their jobs.
Print
Ten percent of the budget will be given to national women’s magazines because of the
large readership by Lucky Charms. The magazines we chose to advertise in are
Everyday with Rachael Ray (with an index of 146) and InStyle (with an index of 139).
Lucky Charms would like to be visible within these magazines not only because of their
readership, but because of the durability and longevity of having a physical
advertisement.

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Non-Impact Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Sum Total 98 26 26 26 26 110 110 110 26 26 98 98
Cable TV
Primetime
National TV
Late Night/Fringe
National TV
Early Evening/Fringe
National Radio
Drive Times
Spot TV Day-
time
Spot TV Late
Night/Fringe
National Wom-
en’s Magazine
13 14 14 14 13 13 81
11 10 10 10 11 11 63
7 8 8 8 8 7 46
45 20 20 20 20 50 50 50 20 20 44 44 403
10 6 6 6 6 11 10 10 6 6 10 10 97
17 18 18 53
12 12 13 37
Grammy Awards
MTV VMAs
NBA Playoff
Keywords
SEO
Facebook Ads
Pandora Ad
Hulu
Sum Total
Impact Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
1 11
1
4
1
4 3 3 4 3
1
4
1
4
1
1
2
12
12
12
1 4
4
1 11
1 11
1 11
1
1 111 11
1
1
1
1
1 111 11
1 11
1
4
1 11
1
5
3
1 11
1 11
1
5
Media Charts

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Media Planning Spreadsheet
Total Budget
$12 million
Grammy Awards
MTV VMAs
NBA Playoff
Keywords
SEO
Facebook Ads
Pandora Ad
Hulu
Sum Total $3,674,606
Impact Media Unit Alloc. Cost Per Unit $ Allocation
Total on Impact Contingency Remainder
$3,674,606.00
25 $39,610 $990,250
$346,656
$1,283,700
$600,000
$25,000
$264,000
$60,000
$105,000
$28,888
$25,674
$50,000
$25,000
$22,000
$15,000
$35,000
12
50
12
1
12
4
3
$500,000.00 $7,825,394.00
Total Media
Spending
Impact Media
Spending
Cable TV
Primetime
National TV
Primetime
National TV
Late Night/Fringe
National Radio
Drive Times
Spot TV Daytime
Spot TV Late
Night/Fringe
National Wom-
en’s Magazine
Total Spending $12,000,000
$ Alloccation % Allocation
$3,674,606 34.29%
14.60%
0.00%
25.56%
9.78%
10.95%
7.30%
7.30%
$1,565,078.80
$0.00
$1,565,078.80
$1,173,809.10
$1,173,809.10
$782,539.40
$782,539.40
Conventional Media
Media Categories
Sum Total $7,825,394.00
% Allocation CPP Total $Allocation GRPS
Cable TV
Primetime
National TV
Primetime
National TV
Late Night/Fringe
National TV
Early Evening/Fringe
National Radio
Drive Times
Spot TV Daytime
Spot TV Late
Night/Fringe
National Wom-
en’s Magazine
20% $19,227 81$1,565,078.80
0% $0.00
20% $24,776 63$1,565,078.80
10% $16,871 46$782,539.40
15% $2,913 403$1,173,809.10
15% $12,071 97$1,173,809.10
10% $14,688 53$782,539.40
10% $21,240 37$782,539.40
Media Charts (Cont.)

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PR and Promotions
Mary Mulcahy

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Lucky Charms believes in family values and spending time with
loved ones, just as its consumers do. Many families would like to
sit down for meals together, but conflicting busy schedules don’t
permit quality time together. Because of the on-the-go lifestyles
Lucky Charms consumers live, they may not have time to prepare
extravagant healthy meals or snacks. Family time and foods with
nutritional value are still important to these consumers. Lucky
Charms is an easy snack that families can enjoy together at any
time of the day, whether it be enjoying a bowl after soccer
practice or a late-night snack. Lucky Charms reflects these values
in the promotions, organizations and initiatives.
Introduction
PR Schedule
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Social Media
Theme
Promotions
Public Relations
Marshmallow
Design Contest
Summer Back to
School
Hallow-
een
Hallow-
een
Thanks-
giving
Winter
Marshmallow
Design Contest
Marshmallow Design
Contest winner in boxes
Disney
Sweepstakes
The Color Run samples & Coupons
The Color Run Posts Disney
Sweepstakes
Make-A-Wish Partnership and Support
New
Years
V-Day St.
Patricks

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Media Relations
Lucky Charms is a nationally recognized brand among all ages. Media takes note when
Lucky Charms modifies its product to meet consumer needs and expectations. For
example, when General Mills committed to removing artificial ingredients, news outlets
such as Fox News, Time, USA Today and many more covered the story. Going forward,
Lucky Charms plans to maintain relationships with these national outlets while focusing
on local media in regions that our target consumers reside. Lucky Charms especially
wants to highlight its efforts towards corporate responsibility that are reflected in its
sweepstakes, events, announcements, but most importantly its partnerships and
philanthropic contributions.
Lucky Charms also wants to reach out to local stations and news outlets in an effort to
get communities more engaged with the brand. For example, Lucky Charms is a
popular brand in Cleveland, Ohio so Lucky Charms news could be important to its
residents. General Mills headquarters are located in Minneapolis, Minnesota. Because
of the brand’s proximity and relevance in this area, Lucky Charm’s will commit to
reaching out to those media outlets. Lucky Charms will continue to grow its media
contact list with more local outlets nationally, particularly in the Midwest.

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Promotion of Both Brands
The partnership would be mutually beneficial to both Lucky
Charms and Disney. To increase both companies search engine
optimization, links to the other company’s website will be
featured on its own. Both will encourage followers to
participate in the contest on social media and will tag the
other’s page along with the relevant hashtags. The Disney trip
will be featured in some Lucky Charms advertisements during
the sweepstakes and other promotional content, such as social
media posts. The trip will be paid for by Disney, and will not be
a direct expense to Lucky Charms. The partnership encourages
families to plan large shared experiences, such as vacations, as
well as enjoying everyday moments, such as talking about each
other’s days over a bowl of cereal.
Sweepstakes
(Promotion, Social Media)
Consumers know Lucky Charms as “Magically Delicious.” Similarly, Disney’s Magic Kingdom is known as “The
Most Magical Place on Earth.” The two share the values of taking time to enjoy family and make memorable
shared experiences. The partnership between Lucky Charms and Disney theme parks will include a
sweepstakes offering families the opportunity to win a five-day, four-night vacation for four to Disney World.
The trip will include airfare, lodging at an Orlando area hotel and day passes for Disney World. Entrants must
simply take a photo or selfie enjoying Lucky Charms cereal with their loved ones and post the image on social
media with the hashtag #MakeEveryMealMagical. From these entrants, a winner will be randomly selected
and contacted via social media. The contest will take place in November and December when families are
likely to be spending time together. The winner will then will be offered a trip during March, one of Disney
World’s less busy times and when children are likely to be on Spring break.
Playful
Family-oriented
Nostalgic
Magical
Lucky Charms
Disney

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Additionally, Lucky Charms and Disney will conduct a joint-
partnership with Make-A-Wish-America. Make-A-Wish America is
committed to granting children with life-threatening medical
diagnoses a “wish.” Lucky Charms, Disney and Make-A-Wish
are all associated with magic. Lucky Charms will be donating $1
million directly to Make-A-Wish America. Disney has previously
given to Make-A-Wish America and has sponsored trips for ill
children, and Lucky Charms is proud to partner with a franchise
that shares the themes of magic, family and giving back. Every
child who chooses Disney as their wish will also receive an
exclusive box of marshmallow-only Lucky Charms (retail value of
$50).
Promotion
(Public Relations, Philanthropy)

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Lucky Charms also wants to encourage family values and healthy
options through its partnership with The Color Run. Similar to
Lucky Charms, The Color Run is associated with fun, family and of
course color. “The Happiest 5k on the Planet” is not about winning
or setting records, but rather enjoying time with family and friends
while participating in a healthy activity. After the end of the race,
Lucky Charms representatives would hand out samples and set up
a backdrop for runners to take photos with. The samples will also
include a manufacturer’s coupon for 20 percent off a box of Lucky
Charms cereal. The small samples will also represent the campaign
strategy, showing that Lucky Charms can be eaten as an on-the-go
snack, instead of just a breakfast cereal.
Runners can then take pictures in front of the backdrop and share
them on social media with the hashtags #MakeEveryMealMagical
and #Happiest5k. When runners share these photos, an associa-
tion will be made with the brightly colored chalk and the infamous
bright marshmallows. This partnership will happen while Color
Runs are happening across the country during the summer months
of June, July and August.
Color Run participants share similar demographics with the Lucky
Charms target market. Seventy-five percent of Color Run partic-
ipants are considered Millenials, age 18 to 35. It has millions of
followers on Facebook, Twitter, Instagram and SnapChat. Because
Color Runs are held in 60 different countries, there is potential to
take the initiative internationally.
The Color Run Partnership
(Public Relations, Promotion and Social Media)

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Marshmallow Design Contest
(Promotion, Social Media)
In the past, Lucky Charms has had immense success with limited
time marshmallows featured in its cereal. Lucky Charms wants to
continue this success by allowing consumers to get involved. It
will invite consumers to design their own Lucky Charms
marshmallow, with the winner’s marshmallow being featured in
boxes for a limited time. Consumers can submit their designs on
the Lucky Charms website. The Lucky Charms corporate team
will select five finalists and share them with the public.
Consumers will then be able to vote on the new marshmallow
they would like to see featured in the cereal. Users could vote
online at the Lucky Charms website, or they can participate in
polls generated on Twitter. This will pose as an incentive for
consumers to follow Lucky Charms on social media and visit the
website. Lucky Charms hopes to generate buzz by consumers
designing their own marshmallows followed by consumers
voting on the finalists. This contest will run in the spring, as Lucky
Charms does not have any planned promotions during this time
span.

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Additional Public Relations Tactics
Because Lucky Charms will be encouraging consumers to “Make
Every Meal Magical,” Lucky Charms will share recipes for
desserts including the cereal on social media and its website.
Baking often is associated with family and home, so Lucky
Charms will encourage consumers to bake and enjoy treats as
a family. The treats will also be featured in social media posts,
showing them as a convenient way to enjoy Lucky Charms
on-the-go.
Lucky Charms will also continue to craft its social media posts
around relevant holidays and encourage family time.

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Public Relations Expenditure
This graph does not include the $1 million donation to Make-A-Wish America.

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Lucky Charms
For Immediate Release:
TODAY: Wednesday, December 14, at 7 p.m.
Lucky Charms and Disney Partner with Make-A-Wish America
MINNEAPOLIS, Minn- Lucky Charms and Disney announced this morning that they will
partner with Make-A-Wish America to grant wishes to children diagnosed with life-
threatening conditions and to instill positivity during their hard times.
Lucky Charms, a brand of cereal owned by General Mills, will donate $1 million directly to
the organization, while Disney will sponsor trips for those children who wish to take a trip
to a Disney theme park. Make-A-Wish will be featured on Lucky Charms boxes to raise
awareness for the organization.
“We’re ecstatic about the generous support Lucky Charms and Disney are providing. The
money and trips don’t just support our organization- they make these kids’ dreams come
true,” said David Williams, President and CEO of Make-A-Wish America.
Lucky Charms and Disney already have a partnership together, and decided that Make-
A-Wish America represented the two brands’ values. The three are working to create a
“magical” experience for sick children.
“Lucky Charms and Disney are both known for being magical. Make-A-Wish creates
magic for kids who really need it. We’re thrilled to help provide kids and their families an
escape from their hardships, even if it’s just for a few days,” said Ken Powell, CEO of
General Mills.
Lucky Charms will begin featuring Make-A-Wish on its boxes next week, while Disney will
begin making accommodations with Make-A-Wish referrals as soon as possible.
For more information on this initiative, visit www.generalmills.com or www.disneyparks.
disney.go.com.
###
Press Release

59. 59
two lakescommunications
Food Critic
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ge_1Aqmy0dbkmilrrjBVe-t2gCz1QALhgWzzqh7gHMSoSCSmGbQT6ccL3EXMcbMOLk9tKKhIJQxo1B1NG4vwRcrTL5faE3aAqEgl3_1wDmAqYtEBGpLFo-
RySfKDSoSCW2B78CqbLR1EZ8aQIxye6DKKhIJuSaKWuuMFV4RAxgxsiBUOskqEgn63aALPVAAuBGKnz72j90bwioSCWBbPOqHuAcxERWy7s9deRgd&t-
bo=u#tbs=sur:fmc&tbm=isch&q=billboard&imgrc=4p4WdTM9zCIK9M%3A
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http://www.123rf.com/stock-photo/breakfast_cereal.html?mediapopup=42308737
http://www.candy-junction.com/portfolio/lucky-charms/
http://carboncostume.com/lucky-the-leprechaun/
Links for media pictures:
Midwest map: https://upload.wikimedia.org/wikipedia/commons/thumb/4/4f/Map_of_USA_Midwest.svg/350px-Map_of_USA_Midwest.svg.png
Facebook logo: http://cdn.mysitemyway.com/icons-watermarks/simple-black/bfa/bfa_brands-facebook-square/bfa_brands-facebook-square_sim-
ple-black_512x512.png
Twitter logo: https://www.seeklogo.net/wp-content/uploads/2015/09/twitter-square-logo.png
Instagram logo: https://image.freepik.com/free-icon/instagram-logo_318-53344.jpg
Pandora logo: http://media.corporate-ir.net/media_files/IROL/25/251764/Pandora_P_Icon_Color_Shadow.jpg
Hulu logo: https://assetshuluimcom-a.akamaihd.net/kitty-staging/uploads/logo_download/file/7/Hulu_Logo_Option_A.png
E!Network logo: http://logok.org/wp-content/uploads/2014/05/E-Logo_Black.png
MTV logo: https://upload.wikimedia.org/wikipedia/commons/thumb/0/0f/MTV_Logo_2010.svg/2000px-MTV_Logo_2010.svg.png
Cartoon Network logo: https://upload.wikimedia.org/wikipedia/commons/thumb/8/80/Cartoon_Network_2010_logo.svg/2000px-Cartoon_Net-
work_2010_logo.svg.png
InStyle logo: https://upload.wikimedia.org/wikipedia/commons/f/f0/Logo_InStyle.png
Everyday with Rachael Ray logo: https://cdn.shopify.com/s/files/1/1195/1114/files/rachael-ray-logo4C.gif?7855326882687100528
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DAY/popcandy/2014/01/29//1391008297000-lucky.jpg
http://4.bp.blogspot.com/-F3szL8hfJbw/UzsH1Wg27hI/AAAAAAAABSU/T2w-c9zWTcs/s1600/Luckycharms.png