How General Mills comprised household name brands — Hamish Campbell // Pearlfisher

Show Notes

• 02:31
  Hamishs creative journey in the design industry

  Hamish has 20 years of experience in the design industry, working freelance with Nike on campaigns for commercials and in the agency setting at Tango. This journey led Hamish to his current role at Pearlfisher for the past 11 years.
• 05:41
  Attributes of a great creative director

  A great creative director trusts their team, encourages fresh thinking, and values collaboration. They prioritize passion and encourage open discussions, leveraging their expertise to guide projects to new heights while respecting the genius within their team members' contributions.
• 06:41
  Balancing hybrid and remote work approaches

  At Pearlfisher, they've adopted a hybrid model where team members are only required to come into the office two days a week. This allows for collaboration and for junior members to learn from senior colleagues, while also providing flexibility for focused work when needed.
• 08:52
  General Mills' collaboration with Pearlfisher

  General Mills and PearlFisher partnered to rejuvenate iconic brands like Gushers, Fruit by the Foot, and Fruit Roll-Ups. The campaign aimed to modernize these brands to cater to changing consumer preferences while acknowledging the unique challenges and individuality of today's youth.
• 11:18
  Pearlfishers branding strategy for General Mills' fruit snack brands

  The strategy aimed to target specific age groups within the fruit snack portfolio. Fruit Roll-Ups encouraged tween individuality and play, Fruit by the Foot emphasized relaxation for older teens, and Gushers adopted edgier design elements to appeal to college-age consumers.
• 13:45
  Consumer path to CPG snack purchases

  The CPG snack purchasing path depends on the brand and consumer age group. General Mills' fruit snack strategy extends beyond packaging, leveraging vibrant visuals, diverse representation, social media, and influencer collaborations to connect with target audiences effectively.