The Minneapolis agency
and the versatile
help the snack maker
who need more
fiber in their diet
According to “Food Navigator” for some consumers, digestive health is about avoiding foods that make them feel bloated or lethargic, for some, it’s about ‘roughage’ and ‘regularity.’
Fiber One does not want to be avoided. Nor should it.
In fact, the brand wants to be disruptive for its (apparently) older target as the General Mills brand has enlisted SNL alum Cheri Oteri to talk up its benefits in a series of 6-second and 15-second online videos directed fabulously by Go Films Tyler Spindel below.
Oteri came to fame when the Philadelphia-born comedienne joined the cast of SNL in 1995, creating such memorable characters as Rita DelVecchio, a grouchy Philadelphia woman, Cass Van Rye, the dim-witted co-host of the Morning Latte, Nadeen, a testy employee whose catchphrase constantly orders everyone to “Simmer down now!”
Of course, she became most known for Arianna, the the East Lake High School Spartan Cheerleader, who was paired up with Will Ferrell’s male cheerleader, Craig.
But now, Oteri is here cheering on those who need more fiber in their diet. She does it in her style, which makes sense, since according to a Fast Horse spokeswoman, she helped develop the scripts.
The videos include typical Oteri one-liners, a spoon drop, and tongue-in-cheek references to fiber’s most well-known effect. Yeah, that effect. The campaign includes the tagline, “The Tasty Way to Fiber.”
According to Marketing Dive, General Mills recently reported that Q2 2019 net sales in North America totaled $2.68 billion, a 3% decline from the year before.
The new campaign is also an example of how brands are using short-form digital more and more to reach consumers who are more online (or their phones) than in front of the TV.
The spots should appeal to the target as Oteri is her “Oteri self” and is very engaging in the series. Fast Horse here lives up to what Twin Cities Business labeled them as, “One of the ad industry’s most innovative and iconoclastic agencies.” To view them, click on this.
Client: General Mills/Fiber One Cereal
Agency: Fast Horse
Producer: Jennifer Weinberg
Media Buying Agency: Mindshare
Production Company: Go Films
Director: Tyler Spindel
EP: Gary Rose
Line Producer: Aesli Grandi
Editorial: Whitehouse Post
Editor: Brian Gannon
Producer: Joanna Manning
VFX: Carbon VFX
Flame: Pete Mayor
EP: Matthew McManus
Producer: Gloria Guerra
Audio: Lime Studios
Mixer: Zac Fisher
Source: Fast Horse
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.