UNIQUE
NATIONAL ADVERTIISNG

Cream of Wheat, part of the B&G Foods portfolio of products, is one of America’s leading hot breakfast cereals.  With over one hundred years of heritage behind the brand, Cream of Wheat needed an updated look, feel and message to connect with today’s consumer. Spitball learned early on in consumer research that lapsed users fondly remembered Cream of Wheat and recalled the items they used to put on their cereal to make it their own.  Some said fruit, others said syrup and some had wacky concoctions that ultimately drove the idea behind the ad.

Instead of triggering nostalgia with old-fashioned imagery that we've all seen hundreds of times, we looked to connect the past with the present through a clean and concise message – "Make Your Cream of Wheat Unique". These six words delivered everything we needed. Ghosted toppings in the background presented a subliminal trigger for consumers to connect with.