Create a suite of memorable broadcast and digital videos that make it clear that Malt-O-Meal cereals provide value without compromise for large, busy families.
With over 30 unique flavors, Malt-O-Meal cereals offer variety, quality, and value for moms who want to feed their families the best without having to choose between great taste and great value. But Malt-O-Meal has an awareness problem: they haven't run any TV ads since the 90s, they recently redesigned their packaging, and other brands are starting to package their cereals in bags instead of boxes too; if moms are thinking about Malt-O-Meal these days, they're thinking about it in parallel with generic store brands, and skipping right past it on the shelf.
But Malt-O-Meal is not a bargain cereal or generic; it's all the quality you expect from the better-known name brands, but at a better value. That's where you come in. Malt-O-Meal is looking for Tongal filmmakers to develop three different creative approaches, and film two of them, each driving home Malt-O-Meal's value with compromise promise for busy moms who want to feed their families the best, without having to choose between great taste and great value. Your creative approaches should drive home that Malt-O-Meal gives families value without compromise and get consumers – specifically, moms – to see Malt-O-Meal's line of over 30 cereals as a savvy breakfast choice that she can serve proudly and confidently to her whole family. Malt-O-Meal's 1996 "Duck Walk" spot – their last major campaign – did a great job of this, and now we're looking for a modern-day video iteration that creates the same unique and memorable brand messaging.
You will be responsible to produce videos for two of the creative approaches that you pitch. Each should stand alone as its own story, and should not necessarily use the same talent or locations. Malt-O-Meal has provided some specific creative direction and examples in the Background, so be sure to read that thoroughly before you pitch. Since developing strong creative approaches are crucial for this project, we've got a unique pitch template/example and fonts for you to use (in the Assets section); and your pitch deck must adhere to this template, which includes space for a brief explanation of how you'd execute your creative approaches and a sample script for each. Beyond that, we're looking for highly memorable and creative ways in that are unique to Malt-O-Meal and that appeal directly to parents, especially moms.
Showing the product – in and/or out of the bag – is crucial, but how you do that is entirely up to you. Creatively, everything is on the table stylistically and narratively. That means live-action, animation, motion graphics, and hybrid productions are all worth considering, and the sky's the limit on how you bring this project to life.
Since this project requires up-front creative development, up to five filmmakers will receive $1,000 each, just for pitching; one greenlit filmmaker will then receive $75,000 to execute against their creative direction. Tongal will work with the greenlit filmmaker to create a pay schedule to ensure funds for pre-production, production, and post.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 36 video assets, across two suites:
TIMELINE: This project has an expedited timeline. Please click HERE for the full project timeline.
EXPOSURE: National (US) broadcast; digital and social platforms, including MaltOMeal.com; Walmart promotional displays and in-store digital activations. Please review the platform best practices page.
TARGET AUDIENCE: Moms under 49, with multiple kids, who are savvy shoppers; they want the best for their families, and while value is a part of that, taste and quality are key.
TONE: Fun, energetic, bright, memorable.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a filmmaker to production. Though most projects on our platform do move forward with a production greenlight, we will notify you in the event the Sponsor decides not to fund any productions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.
Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
These three spots are all strong examples of ways to deliver on Malt-O-Meal's duality of quality and value while staying unique to their brand:
These next two are longer-running campaigns that have seen many iterations over the years, but the general insight for each applies consistently across various executions.
Your suites must feature the full portfolio of Malt-O-Meal cereals, with priority on their top-selling flavors:
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
The most compelling pitch will be greenlit, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal.
PRE-PRODUCTION REQUIREMENTS: Prior to shooting, filmmakers must receive the below approvals from the Sponsor.
For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a treatment, production budget, storyboards, shot list, call sheet, and a music cue sheet. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers will perform reasonable edits on their videos according to the Sponsor’s feedback.
MUSIC: Tongal has partnered with three premiere music providers: Jingle Punks, Universal Production Music and Epidemic Sound, any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the providers’ names above.
If you choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your video paperwork.
ASSET DELIVERY REQUIREMENTS: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for the costs associated the hard drive and shipping.
For Tongal’s file delivery specs and any other questions you may have about post production, please click here.