A tough market, but a clear strategy
General Mills has had a rough stretch, and they’re not alone. The food industry as a whole is feeling the weight of an uncertain economy, changing eating habits, and tighter rules around nutrition and labeling. Shoppers are watching their wallets, looking for high-protein options, and, maybe as a way to find comfort, gravitating toward familiar, nostalgic flavors that remind them of growing up. Against this backdrop, many brands might tighten their belts, but General Mills has chosen a different path: leaning harder into advertising spending.
It might sound counterintuitive to invest more when times are hard, but the company’s results show why doubling down matters. Their fiscal 2026 first quarter saw organic sales dip by 3% and volume slip by 1%. On paper, those numbers don’t scream success. But here’s the twist: Wall Street expectations were beaten, and beneath the surface, their renewed marketing push started driving real momentum for key brands.
Cinnamon toast crunch lights the way
One of the best proof points comes from Cinnamon Toast Crunch. Earlier this year, the brand launched its “Must Cinnadust” campaign, a playful nod to ads from the early 2000s but updated for today’s social media-driven culture. The result? A jaw-dropping 500% surge in social engagement, not just clicks or views but real conversations and enthusiasm from fans. That excitement translated into growth in product pounds, pound share, and dollar share.
What makes this more than just a one-off win is how it highlights General Mills’ evolving playbook. They’re no longer treating advertising as a megaphone. Instead, campaigns are designed to feel like part of the culture, something people want to share, remix, and talk about. For any entrepreneur or brand builder, it’s a reminder that marketing works best when it taps into authentic excitement rather than forcing a sales pitch. And yes, spending on advertising is the fuel that powers these kinds of breakout ideas.
Looking ahead with more investment
Rather than easing up, General Mills plans to raise its marketing game in the second quarter. The company is set to push new campaigns for Old El Paso, Cheerios, Pillsbury, and Nature Valley. Their marketing strategy goes beyond running more ads. They’re weaving together product innovation, packaging updates, sharper brand communication, omnichannel execution, and strong value messaging.
This holistic approach is crucial. Shoppers today don’t interact with a brand in just one place. They might see a TikTok, spot a new package on the shelf, and then add it to their online grocery cart. General Mills understands that each of these touchpoints has to work in harmony, and that requires smart allocation of advertising spending.
What’s interesting here is how they’re framing growth. It’s not about chasing quick wins or throwing money at every channel. It’s about making sure every element, whether that’s a cereal box design or a social-first campaign, adds up to something consumers actually care about.
Lessons for entrepreneurs and smaller brands
It’s easy to look at a giant like General Mills and assume its playbook doesn’t apply to smaller companies. But there are clear takeaways here that any business can adapt:
- Lean into what makes you unique. General Mills calls this “remarkability.” For entrepreneurs, it’s about knowing the one thing that sets your brand apart and amplifying it through storytelling.
- Meet people where they are. The Cinnamon Toast Crunch campaign worked because it lived on social platforms where younger consumers are active. Even small businesses can find their “stage” without massive budgets.
- Think long-term, not just short-term. Cutting marketing during tough times may save costs, but it risks losing relevance. Strategic advertising spending, even in small amounts, keeps your brand present and growing.
- Blend old with new. By reworking a concept from the early 2000s, General Mills tapped nostalgia while keeping it fresh. Entrepreneurs can do the same by revisiting brand roots with a modern spin.
Culture, sports, and the power of partnerships
Looking forward, General Mills is betting big on cultural connections. In the coming months, they’ll roll out partnerships with Netflix’s hit show Wednesday and Universal’s film Wicked: For Good. They’re also planning another “GameDay” event tied to NFL stars like Justin Jefferson, Ja’Marr Chase, and Amon-Ra St. Brown. These aren’t random tie-ins; they’re ways of embedding their food brands in the moments people care most about.
This move shows a deep understanding of modern marketing: people don’t want to be sold to, but they love it when their favorite brands show up in experiences they already enjoy. And again, behind these partnerships lies a willingness to prioritize spending on advertising as a long-term investment rather than a short-term cost.
Wrapping it up
General Mills’ story right now is more than a tale of a food giant weathering tough times. It’s proof that smart marketing, fueled by deliberate advertising spending, can drive growth even in a shaky market. Their campaigns blend cultural relevance, consumer insight, and bold creativity to keep brands like Cinnamon Toast Crunch not just alive but thriving.
For entrepreneurs and marketers at any level, the lesson is clear: don’t shy away from investing in your story, especially when times are uncertain. The way you spend on advertising, and the creativity you bring to that investment, can be the difference between fading into the background and becoming a brand people can’t stop talking about.
FAQ’s
- How can brands use nostalgia without feeling stale?
By remembering what felt special in the past and giving it a modern spin, fresh visuals, humor or storytelling that resonates with today’s culture.
- Why should small businesses care about omnichannel execution?
Because customers encounter brands in many places, social, stores, online, and synchronized messaging makes the whole experience feel more trustworthy.
- Is spending more on advertising always worth it?
Not always, but if you combine smart creative, data insight, and consistent presence, advertising spending can pay back by boosting engagement, loyalty, and sales.