General Mills is looking to boost overall cereal consumption with a website and social media campaign called "Hello, Cereal Lovers" that gives fans a place to exchange recipes and find nutrition information. The campaign sets itself apart in that it doesn't promote exclusively General Mills brands, instead seeking to give consumers a general space to talk about all things cereal. "It is a new framework to consider now that we're in great conversations with the people that buy and enjoy our products," said General Mills' marketing director for cereal, Carla Vernón.

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