Post Grape-Nuts launch campaign geared toward men
March 27, 2009
by Eric Schroeder
NEW YORK — Ralcorp Holdings, Inc. has launched a new marketing campaign for its Post Grape-Nuts cereal brand directed at men.
The campaign, titled "That Takes Grape Nuts," will feature an original 50-episode web series titled "The Guy’s Manual" that offers advice to men on how to get the tough things done, including "Landing a Date with the Cute Girl at the Office" and "Striking Out Your Childhood Hero at Fantasy Camp." The series will feature host Kenny Mayne from ESPN’s "Mayne Street."
"Grape-Nuts is one of Post’s core brands, and has a loyal and dedicated following of men," said Steve Van Tassel, president of Post Foods L.L.C., a subsidiary of Ralcorp Holdings. "With this new campaign, we are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience."
The campaign will debut with 14 web episodes that will eventually expand to include as many as 50 total webisodes airing over the next eight months.