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Since its launch in 2011, the Taste blog has become a crucial piece of the marketing efforts at General Mills—from helping the company break big news to highlighting its emphasis on corporate sustainability.
“We wanted to use the blog to tell the stories we wanted to tell—the ones the media wasn’t picking up on or that we wanted to give some attention to,” said Kevin Hunt, who founded the blog and acts as GM’s corporate social media manager.
“Our team looked at it as a way to keep consumers and journalists up to speed on what’s going on across General Mills. In many instances, Taste gives journalists a reason to pick up the phone and call us.”
In the case of the new HefeWheaties beer, Hunt published an articleon the blog about the product on August 12. Within a day, it had already led to placements in national media outlets like NPR,Fortune, and NBC News....
From cereal to biscuits to even beer, it's clear that whatever the product, content marketing at General Mills comes down to good taste. And a content strategy and newsroom.