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Kellogs:Positioning is around healthy & wholesome eating for breaksfast.The challenge being- cereals are a category not everyone has on a daily basis .A marketing strategy driven by digital which helps consumers understand the advantages & convinces them to start eating Kellogs regularly.
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- Ishita Biswas
THE BRAND
Whole grain cereals…
Cereals made of whole grains, complete with fibers.
THE CHALLENGE
Not everybody has cereals on daily basis.
THE OBJECTIVE
Making consumers understand the advantages of eating Kellogg’s cereals as
a healthy & wholesome breakfast. And convince them to eat Kellogg’s daily.
TARGET CONSUMERS
All age groups.
THE THOUGHT PROCESS
To invoke the health consciousness of the people. Focusing on today’s polluted environment & adulterated market. Encourage people to adopt a good
breakfast habit. If they can’t avoid their unhealthy habits, at least they can adopt
a healthy habit.
THE STRATEGY
Creative & interactive use of various media.
ELECTRONIC
Web: social media (a rage in recent time), create an interactive quiz or questionnaire on healthy habits. Posting about negative effects of not having a healthy breakfast daily. And about importance of a good breakfast in a person’s daily life.
Television: ad campaign where Kellogg’s team wanders on the streets to catch people eating junk food or street food. Gifting them a Kellogg’s cereal mini pack & asking them if they can’t avoid their unhealthy habits, at least make a promise to adopt a healthy breakfast regime.
Broadcast during health & fitness shows, cooking shows, prime-time news etc.
On the front page of newspapers it shows a bowl filled with plain milk & a spoon aside. The copy reads: “ Have you made your morning good yet?’’The next page shows the same bowl with Kellogg’s cereals in it & the footer reads: “ There you go!”.
For example:
Than You
