General Mills appoints Karamara to roster

by Maud Largeaud , AdForum

General Mills, one of the world’s largest food companies has appointed Karmarama to its roster, for their Jus-Rol and Betty Crocker brands following a competitive pitch.

General Mills, whose portfolio of brands also include Häagen-Dazs, Old El Paso and Nature Valley, kicked off the pitch for a new digital agency in October last year.

Karmarama will be working with General Mills to help drive online engagement with the UK’s no.1 ready-made pasty brand, Jus-Rol and leading ready-mix baking products brand, Betty Crocker. Activity will also include the development of a new through-the-line advertising campaign early this year.

Caitlin Ryan, Executive Creative Director at Karmarama says, “As an owner of three restaurants, food is a pretty big part of my life – so getting to relaunch baking products that I am passionate about with a campaign that’s got social content at its heart is hugely exciting for me. Karmarama is perfectly placed to draw on its digital credentials to deliver hard working integrated campaigns for General Mills.

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