Retro Cereal at Target

General Mills Retro at Target reimagined a decade-old shopper program to reverse declining cereal sales by tapping into millennial nostalgia through music. By pairing iconic General Mills brands with throwback soundtracks, the campaign transformed packaging into an interactive media channel and activated shoppers across Spotify, Shazam, social, and in-store experiences. This fully integrated approach turned a –15% sales decline into growth, delivering $1.5M in incremental revenue, exceeding engagement benchmarks, and achieving nearly a 6:1 ROI—while renewing Target’s excitement and trust in the program.