Food naming for Malt-O-Meal

When Malt-O-Meal asked us to name their new cinnamon-sugar whole grain cereal, we were tempted to accept payment in product (we love cereal!). The food name needed to suggest an economical alternative to their key competitor, General Mills’ Cinnamon Toast Crunch. With Cinnamon Toasters, we leveraged the Malt-O-Meal brand’s lovability, and communicated a warmer, friendlier, more accessible (read “affordable”) product.