Tapping into dad’s desire to connect and engage with his children in a fun and meaningful way, Cheerios has launched a creative campaign for its new Peanut Butter flavor that salutes how awesome it is to be a dad. Embracing dads as fully capable parents, albeit somewhat more unconventional than moms, the new digitally led campaign aims to get dads excited to buy Peanut Butter Cheerios and help make breakfast more special for their kids.
Created by Tribal Worldwide Toronto, the socially driven campaign features this upbeat online video that celebrates the insight that dads parent differently, and places Peanut Butter Cheerios at the heart of all the zany, funny and epic situations that kids get themselves into under dad’s watch.
Directed by Michael Clowater of Radke Film Group, the video then drives viewers to HowToDad.ca for bite-sized sharable content that resonates with dads.
“It just made sense to declare Peanut Butter Cheerios as ‘The Official Cereal of Dadhood,’ because like great dads, Peanut Butter Cheerios lie somewhere in the intersection of awesome and responsible,” says Josh Stein, creative director, Tribal Worldwide – Toronto. “Dads are awesome and it’s awesome to be a dad. The new campaign creatively acknowledges that today, dads play a significant role in raising children, and celebrate their contribution.”
