Companies
Capabilities
Cinnamon Toast Crunch is embracing dark humor in “Must Cinnadust” from The Martin Agency, marking the agency’s first campaign for the General Mills brand. Launched in June, the work introduces a stylized true-crime universe where the brand’s iconic cereal squares turn on each other — capturing internal conflict through cinematic storytelling and stop-motion craft.
“Must Cinnadust” unfolds across hero spots, short-form social content and influencer activations, using dramatic lighting, swirling cinnamon dust trails and voiceover monologues to echo the structure and tone of popular true-crime narratives. Though inspired by the genre’s rise, the campaign maintains a playful edge, recognizing its role in promoting breakfast cereal while appealing to older teens and young adults.
Across the campaign, Cinnamon Toast Crunch’s nostalgic 2D characters are reimagined in richly detailed stop motion, brought to life with real Cinnadust crystals and layered storytelling. The result is a modernized creative platform aimed at aging up the brand for Gen Z, particularly those who grew up on the cereal but now want something a little more sophisticated.
