Summary
In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy. He argues that drawing data from relationship marketing, loyalty programs, social listening and other such channels has led to a range of "actionable brand and category opportunities", to the benefit of brands such as Cheez-Its, Special K and Rice Krispies.

Summary
To support the UK launch of Kellogg's All-Bran Golden Crunch breakfast cereal, Kellogg wanted to create an opportunity for the new brand to be trialled at home. This door-drop campaign was aimed at women aged 35+ and purchasers of specified brands of digestive health cereals and other related products. An innovative sampling approach was delivered via an opt-in door drop. The campaign achieved a 46.8% opt-in, which exceeded its target of 30%. Feedback suggested the brand was well received, liked and that sampling was driving incremental sales.

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Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context. This paper describes a recent project for Kellogg's, the cereal manufacturer, in which this approach was successfully used to create engaging insights for its Special K brand. Kellogg's knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, Kellogg's was able to gain a deeper understanding of the role Special K could play in the target group's lives and discern insights that would inform its 2013 brand planning process.

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This report from the ANA’s Multicultural Marketing conference describes how Kellogg, the breakfast cereals firm, adapted its marketing to ensure a better focus on America’s culturally diverse population. Around 2009, the company found itself lagging competitors in this area, reflected by a 3-point loss of share in the Hispanic cereals market. In tandem with an increase in activity and spend, it tested its creative output among Hispanic colleagues and consumers, and looked to other food brands operating in the multicultural space. These findings enabled its marketing to be optimised (with one brand gaining 10 share points) and have also fed into the development of new products (such as Chocolate Frosted Flakes).

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This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.

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This document, featuring case studies from Quaker Oatmeal (Canada), Carman’s (Australia), Vector (Canada) and Quaker Oats (India) is a collection of Warc's best case studies on how to reposition breakfast cereal brands.

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Including examples from Carman's (Australia), Vector (Canada), MOMA (UK) and Kellogg's Special K (UK), this document summarises the pick of Warc's recent case studies of campaigns to gain new customers in the breakfast cereals category.

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Cereal company Post found its Great Grains brand had been declining in share for a number of years due to a lack of messaging that differentiated it from other healthy cereals in the American market. This paper outlines how the company rethought its approach to consumer research in order to identify a new positioning for the brand. Specifically, it used Affinnova's IDDEA positioning methodology to optimise potential positions and measure their breadth and depth of appeal with consumers. The winning positioning was incorporated into the advertising creative brief, with several advertising ideas then developed and tested using a proprietary neuro-bio measurement methodology. Emotion, cognition and persuasion all improved significantly versus the original ad grounded in the traditional research positioning. The final advertisement led to Great Grain becoming the fastest growing cereal brand in its category.

Summary
Small breakfast foods chain Moma!, whose product line centres on artisanal museli and yoghurt, promoted its wares via a comprehensive rebranding. The new visual identity was deliberately bold and immediate, from the colours used, typography and language. The rebranding increased sales and greatly diversified the stores in which the products are sold.

Summary
The packaging of Carman's, a premium Australian muesli range, had long played an important role in the brand's development and equity, with its handwritten notes, rustic colours and vibrant designs. But despite helping tell the brand's "from our kitchen with love, to yours" story, its packaging came to be seen as conservative, cluttered and cold. Moreover, Carman's wanted to increase sales and engagement, particularly in lower socio-economic areas where it was perceived as looking too gourmet and expensive. The brief was to refresh and rejuvenate Carmen's look, feel and tone, and communicate its integrity, authenticity and warmth. The resulting design helped to improve its national market share and lift sales in the nutritional snack category by an average of more than 50% in Australia's two largest grocery retailers. In addition, 20% of first-time purchasers claimed their choice was driven by the packaging alone.