Breakfast is the most important meal of the day, they say. Too often, however, families may feel that the best, most nutritious offerings are too expensive and out-of-reach. General Mills and Chiquita are out to prove that’s not the case with a new “Go Bananas for Breakfast” promotional campaign.
“Eating nutritious food doesn’t have to mean paying more,” said Amy Cohn, registered dietitian and senior nutrition manager at General Mills. “On average, a bowl of any General Mills Big G cereal with a Chiquita banana and an Original Style Yoplait single-serve yogurt costs just over one dollar, making it one of the most affordable and nutritious breakfasts for many families.”
For the promo (a first for the two brands), General Mills will place bright yellow, Chiquita-inspired graphics on the packaging of select Big G cereals and Yoplait yogurts. In addition, the brands are offering $3 rebates on the purchase of $10 of the brands’ qualifying products through May.
The “Go Bananas for Breakfast” promo was born from research showing many Americans are falling short of the recommended daily amounts of whole grain, calcium, vitamin D and potassium. Not coincidentally, those dietary requirements can be at least partially fulfilled by cereal, yogurt and bananas.
“What’s interesting about the combination of General Mills Big G cereal, Chiquita bananas and Original Style Yoplait is that it provides both nutritional value and affordability,” Cohn said. “These are equally important to consumers, and the ‘Go Bananas for Breakfast’ campaign showcases how easy it is to achieve both.”
In addition to the on-package call-outs, the promotional effort will be backed by in-store display advertising, digital and social media, public relations and influencer partnerships, Cohn said.
