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Product showcase 2021: General Mills goes soft, Whole Earth gets personal and Bwydydd Madryn flies the flag for Welsh snacks By Gill Hyslop
What are you in the mood for today? Pic: GettyImages/lemono General Mills is moving its iconic Pillsbury brand into the cookie aisle with a line of Soft Baked Cookies; Whole Earth is gearing up for the Tokyo Olympics with personalised jars of peanut butter; and Pwellheli-based food distributor Bwydydd Madryn is ramping up its portfolio of Welsh treats.
Team Crunchy or Team Smooth?
Whole Earth are inviting fans to pick their team. The artisan peanut butter producer is commemorating its partnership with Team GB for the Tokyo 2020 Olympic Games – now scheduled on 23 July to 8 August 2021 – by giving fans the chance to personalise their branded jar of Whole Earth Organic Crunchy or Whole Earth Organic Smooth.
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Kick starting its Team GB sponsorship, Whole Earth has launched a multi-channel campaign, supported by enhanced social media spend.
The campaign includes YouTube animations that feature Whole Earth peanut butter jars competing in various Olympic sports. The ads will guide the viewer to the homepage, where they can engage with Team GB content.
Whole Earth is also encouraging friendly competition, tasking webpage visitors to play a game to decide whether they are ‘Team Crunchy’ or ‘Team Smooth’ in peanut butter preference.