Curation in Action: How General Mills promotes Cereals

The New York Times reports on how General Mills have taken a high level approach to change the public image of high sugar sweetened ceerals by launching a brand-agnostic online campaign calls Hello, Cereal where they selectively curate recipes using cereals:

It is a new framework to consider now that we’re in great conversations with the people that buy and enjoy our products. It’s important for us to be authentic and recognize what they want to share and hear about.

For a fiercely competitive and commoditized cereals market, it’s very forward thinking of General Mills to adopt curation and to further more embrace the best practice of curating competitor content to truly become an authoritative resource. 

Read original article at The New York Times…