The Brief
General Mills, Inc, owners of market leading Betty Crocker, Green Giant, Häagen-Dazs & Old El Paso brands were launching their new Stand ‘n Stuff™ Soft Taco Shells, the UK’s first soft standing taco shells. The product had been 8 years in the making, utilized bespoke designed technology and represented the biggest annual launch for General Mills. The hard-working team behind the biggest NPD launch of the year wanted to do it justice by truly showcasing the USP of this first-to-market product and create a sense of excitement. And where better to begin than where it all started - with the employees behind the product!
The Solution
General Mills fosters a powerful employee engagement Race for Growth programme aimed at giving employees across all functions, the opportunity to engage with its various brands. The team wanted a record challenge that would reflect the USP, enable employees to interact with it and create an opportunity for a cross-functional team to come together in a shared sense of achievement for their role in bringing it to market.
The same week that the new product launched in UK supermarkets, the Old El Paso Race for Growth team took part in a record attempt to create the Longest line of tacos. The team were cheered on by a crowd of spectators from General Mills various brands and every employee was given a sample of the new product to take home and share with family and friends.
"It's something that really got everyone together, from the chef to the people in the office. The achievement generated pride in the company and the products among staff. Sometimes the internal focus about pride in products can be missed. Events like this also improve company reputation externally. When people come into the office and see something about the event it gives them an idea about our culture - for both customers and potential employees that's a valuable tool."
