General Mills
Best Life Diet
"This is Your Year." There's nothing like the power of positivity when it comes to dieting. General Mills wanted to build a community of diet-believers with its Best Life Diet initiative. Who better to help us than Oprah Winfrey? We created a holistic campaign using an "Oprah-surround" strategy to generate excitement about our Bob Greene partnership within sales and retail. By owning oprah.com and running spots during the Oprah show, we reached the ideal audience and got them believing this was the year they could do it.
