America’s Helper Tour

General Mills wanted to turn around slowing sales of the iconic Helper brand

The Goal

  • Develop a campaign that would reinvigorate the category
  • Encourage trial and purchase of both the beef and chicken varieties
  • Leverage the rebrand and packaging to engage new consumers

The Experience

  • A 30-foot branded food truck that toured the country for 20 weeks. The program also helped capture content that was later used in the brand's advertising campaign