Back with a Better Crunch: Oatmeal Crisp Returns with a Chaotic Family Morning Spot

After nearly a decade out of the spotlight, Oatmeal Crisp is making a bold comeback, poised to take its place in kitchen cupboards across Canada. With General Mills’ continued focus on its cereal portfolio, this latest campaign by Cossette takes a fresh approach with three distinct yet interconnected TV spots, each capturing the same chaotic family breakfast from a different perspective: mom, dad, and the family dog.

Each family member's perspective features an inner monologue laced with sarcasm and relatable musings, revealing how a little bit of crunch from Oatmeal Crisp makes a difference—not just in their breakfast, but in how they see their world.

But what makes this campaign truly unique is how each ad functions both as a standalone 30- or 15-second spot and as part of a larger narrative across all three. Viewers can watch any one of them and get an entertaining snapshot. But when seen together, the full story unfolds in a way that feels fresh and unexpected. Most importantly, each spot reinforces how the Oatmeal Crisp’s crunch can make life’s unpredictable and messy mornings that much better.

“This campaign marks an exciting opportunity to modernise the Oatmeal Crisp brand, bringing a fresh, humorous tone that resonates with audiences in both English and French Canada,” says Jenny Chiasson, brand experience Canada associate director, General Mills. “We wanted to create a uniquely integrated campaign that adapts seamlessly to both markets, while breaking through the very competitive cereal category.”

The campaign launched in mid-February across TV, web, and OOH. Stay tuned for the next chapter of the story at the start of summer