Raise awareness of the Spoonfuls of Stories promotion, which gave away 10 million free books in select boxes of cereal.

We decided that it had to be in-store so that it was top-of-mind and would generate sales. From that moment, the idea of converting a cereal shelf into a bookshelf to show that we're giving away free books, came very quickly.

The design definitely grabbed attention and whle it's still too early to judge the final results, initial sales seem promising.