Crunch is Back

After nearly a decade out of the spotlight, Oatmeal Crisp is making a bold comeback, poised to take its place in kitchen cupboards across Canada. With General Mills’ continued focus on its cereal portfolio, this latest campaign by Cossette takes a fresh approach with three distinct yet interconnected TV spots, each capturing the same chaotic family breakfast from a different perspective: mom, dad, and the family dog.

Each family member's perspective features an inner monologue laced with sarcasm and relatable musings, revealing how a little bit of crunch from Oatmeal Crisp makes a difference—not just in their breakfast, but in how they see their world.

But what makes this campaign truly unique is how each ad functions both as a standalone 30- or 15-second spot and as part of a larger narrative across all three. Viewers can watch any one of them and get an entertaining snapshot. But when seen together, the full story unfolds in a way that feels fresh and unexpected. Most importantly, each spot reinforces how the Oatmeal Crisp’s crunch can make life’s unpredictable and messy mornings that much better.