Inside the strategy of Cinnamon Toast Crunch’s darkly funny new campaign

In their first campaign for General Mills, The Martin Agency introduces “Must Cinnadust” for Cinnamon Toast Crunch, a campaign featuring darkly humorous, stop-motion ads in which cereal squares murder and cannibalize each other, reflecting internal conflict and complex characters. While rooted in the brand’s history of self-eating cereal pieces, this iteration deliberately leans into darker, more mature themes to appeal to older teens and young adults. The concept was partly inspired by the growing popularity of the true crime genre, including shows like the Serial podcast. Despite its grim premise, the campaign retains a playful tone, recognizing that it’s still selling breakfast cereal.