The Client: Post Foods

The Second Story: Cereal manufacturers’ revenue was down across all categories, as consumers were leaving center aisle in favor of “healthier” breakfast options. Post wanted to leverage their position in the industry to effect change throughout it.

The Project: Second Story interviewed Post executives to write a thoughtful white paper on the state of the industry that would appeal all CPG/cold cereal manufacturers to work together to bring consumers back to center store.

The Results: The white paper was published in Progressive Grocer, a trade publication, encouraging conversations throughout the industry. Second Story was awarded a Gold MarCom for copywriting.