General Mills Bets on Influencers, Cultural Moments to Fuel Growth

General Mills has stepped up its marketing game, brought in new agency partners, built a next-generation content studio, and doubled its use of influencers to maximize its reach and engagement, according to COO Dana McNabb.

Among those changes for fiscal 2027, the manufacturer has elevated the effectiveness of its brand communications, McNabb said, including the creation of viral moments with Lucky Charms on college campuses, modernizing the Reese's Puffs rap with GloRilla, and collaborating with K-Pop Demon Hunters on Cinnamon Toast Crunch and Lucky Charms.

During General Mills’ Q1 2027 earnings call last month, McNabb described the manufacturer’s stronger foundation this year after it brought more value to consumers by adjusting base prices last year. “With that investment behind us, our full focus this year is on accelerating our pace of product innovation and renovation to deliver more of the lasting benefits that consumers are looking for today,” she said.

Just last week, General Mills announced that its board of directors had unanimously elected McNabb to succeed Jeff Harmening as the company’s CEO, effective Jan. 1, 2027.

"Returning the company to profitable growth is the priority, and we know how we'll get there,” McNabb said in a media release. “By building industry-leading, digitally enabled demand generation, and modernizing our supply chain, we will fundamentally improve how we operate. This is a company with the brands and the people to win. My job is to make sure we do.”