Grape-Nuts is developing a campaign around the anniversary of Edmund Hillary's ascent of Mount Everest in 1953, reminding viewers that Hillary brought the Post cereal brand along. Grey Group agency Birthplace designed the $10 million multiplatform campaign, which introduces the Grape-Nuts Fit spinoff and uses the tagline "What's your mountain?" The new Fit cereal is less crunchy to appeal to a younger demographic than Grape-Nuts' boomer fan base.

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