• by Staff Writers , September 5, 2008

Finalist – Radio

TMPG: Michael J. Valentino, CEO, president; Michael Bart, senior vice president, management supervisor; Cynthia Abramson, senior vice president, business development. Post: Kelly Annis, category promotion manager; Sunsaneeya (Sunny) Ekmahachai, promotions manager.

To promote Post Honeycomb Cereal's Big Summer of Fun, TMPG came up with a plan that associated the brand with an up-and-coming musical act to deliver a compelling experience that gave the product broad exposure. The radio effort, targeting tweens and featuring teen pop band Aly & AJ, became the centerpiece of the brand's summer campaign, with an opportunity to meet the singers and attend a private concert at Universal Studios in Florida. As the campaign had a strong musical skew, radio anchored a multi-platform effort that also included television, online, packaging spots and in-store and in-person elements.