Kellogg focuses on taste and time

28 January 2011

NEW YORK: For the US launch of its Crunchy Nut cereal, Kellogg is concentrating on taste rather than health benefits in its marketing.

The New York Times reports the campaign, which was developed by Leo Burnett, will incorporate new techniques such as QR codes on boxes which link to online video, as well as a more traditional series of TV commercials.

In common with other cereal brands, the campaign will focus on increasing "usage occasions" for existing customers, rather than attracting new customers.

This is because cereal is consumed by a very high proportion of US households.

It is also eaten often - Mintel figures cited by the report suggest six in ten American households eat cereal for breakfast "most" days.

But instead of encouraging consumers to eat cereal for lunch or in the evening as part of a healthy eating plan - a strategy employed by brands including Kellogg's Special K - the campaign will suggest people will want to eat more due to taste alone.

The voiceover for one of the TV ads, which will run on US TV from next week, says the cereal is "so delicious you won't want to wait till morning to eat it".

A live event to take place in Los Angeles on Saturday (January 29th) will stick to the round-the-clock theme, with the brand operating what is billed as the "world's largest cuckoo clock".

The Crunchy Nut brand has already attained popularity in Europe, and was originally launched in the UK in 1980.

British viewers saw similar ad campaigns focused on daytime and evening consumption for both Crunchy Nut and Kellogg's Corn Flakes during 2010.

Euromonitor data suggests Kellogg had 33% of the global breakfast market in 2009, with 61% of its total packaged food sales - including cereals and breakfast bars - coming from North America.

But Kellogg's North American sales were forecast to shrink by 2% in North America betwen the first nine months of 2009 and the first nine months of 2010.

Growth will instead come from the developing world, with year-on-year sales in Asia-Pacific up 15%.

Warc News reported last year that Kellogg's is taking a more global approach in its marketing efforts, having appointed Brand Learning, a consultancy, to improve its communications strategy.

Current objectives include "common tools and ways of working" across borders.

One of the company's major global targets is India, with the firm's strategy centering on low-cost, reduced-size cereal brands to suit local tastes.

Data sourced from New York Times/Euromonitor/Warc; additional content by Warc staff