Following a multiple agency pitch at the start of 2016, the digital creative duties for General Mills’ brand Betty Crocker were awarded to Socialize in February.

Shortly after, the company awarded the digital communications mandate for the entire General Mills portfolio, including brands like Haagen-Dazs, Nature Valley, Bugles and Green Giant.

Ali Shaikh, who recently moved from Mondelez to General Mills, is the marketing director leading the digital transformation of the brands. “We are betting on a channel where our consumers are actively engaged,” he says in a press statement.

“We look forward to being a part of this digital transformation journey. This is our passion, it’s what we love to do, and it’s what General Mills saw in our work,” adds Akanksha Goel, director at Socialize. “We’re really excited to present them with game changing campaigns, and we firmly believe that with this partnership, both General Mills and Socialize can have their cake and eat it too.”

View the article on Communicate Online.