Chee­rios
Building Stronger Families over Breakfast

It’s the most impor­tant meal of the day. And the eas­i­est to lose track of.

Fam­i­lies lead busy lives. Every morn­ing, it seems, par­ents work logis­ti­cal mir­a­cles just to get the kids out the door on time. 

But this haste some­times comes with unde­sir­able trade­offs, like miss­ing out on the time for valu­able check-ins at the start of the day. And in light of more options than ever for eat­ing on the go, Chee­rios need­ed to make break­fast at home mat­ter again.

When fam­i­lies gath­er for break­fast, the ben­e­fits go far beyond nutrition.

You can get nutritional benefits from eating breakfast; but bigger benefits come from sharing this meal as a family. These include better family dynamics, better academic and social skill development for children.

Working with the Family Dinner Project, a group advocating the lasting benefits of dining with your loved ones, our research uncovered that seven minutes is all you need to create these positive connections at breakfast.

Family Breakfast Project

To help fam­i­lies con­nect over Chee­rios in the morn­ing, we cre­at­ed a guide that, togeth­er with the cere­al, helps to nour­ish body and mind. It includ­ed a series of activ­i­ties, con­ver­sa­tion starters, tips and recipes to make break­fast eas­i­er and more meaningful.

Film Series

Work­ing with Rik­shaw Films, we cre­at­ed a series of videos to intro­duce the pro­gram and filmed a day-in-the life look at three fam­i­lies tak­ing part in the project. This helped dri­ve inter­ac­tions that were twice as long as oth­er areas on chee​rios​.com.

Cheerios.com Redesign

We redesigned chee​rios​.com to help make this and oth­er pro­grams go. Besides hous­ing the videos and sup­port­ing con­tent, we inte­grat­ed the use of #fam­ily­break­fast to build con­ver­sa­tions with blog­gers, influ­en­tials and fam­i­lies everywhere.