Two of its brands — Annie's and Cheerios — just kicked off brand campaigns to underscore that idea.

Mother New York did the creative, its first work since the agency was added to the company's creative roster.

Annie’s spots run across OLV, OLV, social, and display, while Cheerios is posted on TVC, OLV, OTT, social, print, OOH and digital display. Ads run through early fall.

Cheerio's "Full O' Good" pushes its goodness theme. Directed by Torben Kjelstrup of Furlined, it features Soul II Soul's song "Back To Life," as kids and parents find the good in going back to school.

Doug Martin, CMO, General Mills, said: “These new waves of memorable creative show that — at their core — both brands are rooted in deep, human truths about how the table is more than a place to eat, it’s where good and authenticity can come together.”

Annie's work, "Ingredients for Childhood," comprises three 15-second spots that highlight a child's sense of play. They illustrate a meal is a chance for a real connection. Jan Švejkar of Spark & Riot directed.

Veronica Thew, head of strategy, Mother New York, added: “The Cheerios brand has always had an outsized impact. That tiny little O is capable of offering a big, powerful point of view on the world. In a time when it's all too easy for consumers of all ages to feel pessimistic, we see incredible power in Cheerios' perspective that the world is 'Full of Good.' We also knew that Annie's has always done more than nourish kids' bodies — it nourishes their spirits.”

Mother New York's work also includes StreetEasy, The Wall Street Journal, Amica and GoPuff.