General Mills is diving into the world of sketch comedy with a new social-first series aimed at promoting multiple brands within its portfolio. The series, titled “The Snacktime Sketch Show,” consists of four episodes, each targeting a different comedic theme. The first episode, set to premiere on October 5, parodies the popular reality TV show “Love Island,” with subsequent episodes taking on corporate boardroom culture and rogue artificial intelligence.
The content for the series was developed in collaboration with Deadpan Media, led by writer Judah Miller and producer Alex Panagos. The series features products from General Mills brands such as Totino’s, Gushers, and Nature Valley. The episodes will be published across the brand’s social media pages and a dedicated @SnackTimeSketchShow account to maximize reach and engagement.
This move by General Mills aligns with a broader trend in the consumer packaged goods (CPG) industry, where brands are increasingly turning to social-first strategies to connect with younger audiences like Gen Z. With traditional mass media on the decline, brands are looking for innovative ways to engage consumers and build equity for their products. General Mills sees the sketch comedy series as a unique opportunity to showcase their offerings in a fun and entertaining way.
Blake Holman, Senior Director of Marketing Excellence at General Mills, expressed excitement about the collaboration with top comedy talent to create content that is both humorous and engaging. The company aims to leverage the popularity of sketch comedy on social media to connect with fans, celebrate their brands, and emphasize the idea that snacks and laughter go hand in hand.
“The Snacktime Sketch Show” promises a mix of humor and variety, with episodes that range in length and focus on different concepts. From parodying popular TV shows to satirizing current trends, the series aims to entertain and captivate audiences across various platforms including YouTube, Instagram, TikTok, and Snapchat. General Mills plans to support the series with paid media to maximize its impact and reach.
As General Mills looks to drive growth in a challenging consumer environment, the company is doubling down on marketing efforts to boost performance. Previous social-first campaigns, such as the successful “Must Cinnadust” push for Cinnamon Toast Crunch, have shown promise in engaging Gen Z consumers and driving brand momentum. The company’s CEO, Jeff Harmening, highlighted the success of these campaigns in driving improved return on investment and organic growth for the company.
With “The Snacktime Sketch Show,” General Mills is aiming to connect with consumers in a fresh and entertaining way, showcasing their brands in a new light and engaging audiences through the power of comedy and social media. As the series premieres and rolls out, it will be interesting to see how consumers respond and engage with this innovative marketing approach from the packaged foods giant.
