Oxfam America’s Behind the Brands campaign takes aim at Kellogg and General Mills with their own hype men
In a subversive new PSA about climate change, Oxfam America is taking aim at titans of industry Kellogg and General Mills by using their own beloved brand spokesmen Tony the Tiger and the Pillsbury Doughboy.
The clever video, which some are even calling “grrreeeaaat,” was created for Oxfam America’s Behind the Brands campaign and designed to appeal to younger audiences to educate them regarding climate change.
On its website, Oxfam America urges Kellogg and General Mills to do more to limit the greenhouse gas emissions in their everyday operations that cause climate change. With climate change affecting agriculture and subsequently, world hunger, Oxfam America posits that it is in Kellogg and General Mills’ best interests to fight the growing crisis since they manufacture food.
The video, which has been receiving buzz online for its retro, Saturday morning cartoon vibe, has already garnered nearly 35,000 views since it was posted to YouTube last week.
Tony the Tiger has been the cartoon ad mascot for Kellogg’s Frosted Flakes since 1951, while the Pillsbury Doughboy is the General Mills hype man who giggles when his tummy is rubbed.
Oxfam America is the U.S. brand of non-profit organization Oxfam dedicated to finding long-term solutions to poverty, hunger, and social injustice around the world.
Take a minute and watch these two pop culture icons talk about climate change below.