take a brekki

Plenty of modern CPG brands geared toward millennials are focused on health. But most of these new health-focused brands can’t be found in a normal grocery store. And the vast majority of millennial shoppers still aren’t getting their groceries on Instagram and TikTok. So we made the aspirational accessible. Introducing brekki: ready-to-eat oats. Because who has time to actually make breakfast anymore? We targeted an overworked, over-stimulated ambitious millennial who doesn’t have time to make breakfast and we asked them to take a brekki.

We crafted our entire online and social presence around the simple idea that brekki makes it easier to take care of yourself, with the wholesome ingredients you want and the convenience you need. A departure from the overly healthy, peloton-pilled messaging coming the rest of the category.