The Brief

We were approached by the UK distributor of Post and Malt-O-Meal, America’s 3rd largest cereal brands to drive awareness and, ultimately, sales of some of their favourite US cereals.

The aim was to make these sweet cereals a household name with a thoughtful social media strategy.  With Instagram as a focus we wanted to capture the enthusiasm of the customers, bringing individual fans together into a digital community of brand ambassadors.


Current client – see our most up to date work below  

Our Approach 

Rather than create separate Instagram accounts we chose to bring the brands together as the UK’s own, American Cereal Club – an appreciation society for these delicious American-style cereals. We’ve developed an original brand for American Cereal Club which now has its own merchandise and loyal following.

We introduced a colourful, engaging and light-hearted content plan that inspires fans to get creative with how they enjoy the products. Coupled with influencer campaigns and community management, this content plan drove a 72% uplift in sales in the first 6 months of working together and continues to contribute directly to sales with Marshmallow Mateys gaining new listings in Asda (cereal aisle), Tesco (American Aisle) and Heron Foods (cereal aisle).   


Social Media Strategy – Social Media Management  – Community Management – Small Format Print – Influencer Marketing – Events – Paid Media Management –  Merchandise – Food Styling – Photography – Graphic Design – Animation   

The Brilliant team is incredibly creative, from brand identity to graphic design and messaging. They have the utmost professionalism and understanding of strict brand compliance requirements which is important to us as a business.
They have run several influencer campaigns for us and are always thinking out of the box for activations. Their activity is clearly evaluated through regular reports. Overall they’re a wonderful team to work with!

Marion Lebreton - Brand ManagerEmpire Bespoke Foods