The work

Carman's wanted younger cereal buyers to try granola for the first time. The opportunity was already there: 46% had never tried granola, but 73% were open to it. The category playbook is sunrise yoga, perfect bowls and slow-mo pours. We started there too, with a 'Gorgeously Granola' self-care route. Then, at 5pm on a Friday, something clicked. Nobody's morning looks like that. Breakfast gets skipped, forgotten, dropped, flopped. We didn't need to sell a perfect ritual, we needed to show up inside the real one. 'Or Granola?' was planned, shot and edited in two weeks. Two hero films, Office and Lift, played out the breakfast fails everyone recognises: a handbag banana, a dashboard breakfast in traffic, a matcha splash in a lift. Each one landed on the same simple turn. We cut both to 15 and 6 seconds for YouTube and Meta. Creators carried it into feeds. Michael Finch, Jasmin Eats and Piri Bell led the influencer content. Everyday creators brought real breakfast moments: Paige's busy mum mornings, Kathleen's granola party, Niamh's quick breakfast ideas. Behind them, 100 seeded creators across lifestyle, parenting, food, natural beauty and health posted 126 pieces of content to a combined following of over 2.4 million. Paid ran in three stages across Meta, YouTube and TikTok. First the hero films reached new audiences, then creator content built connection, then product and Woolworths and Coles promo creative nudged warm audiences towards the shelf. Organic content ran across Carman's own channels. An always-on community team kept the comments moving, and 50 Surprise & Delight packages went out to fans along the way.