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Effies (North America)
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Kellogg's Walmart Back-to-School Program
Effie Worldwide, Gold, North America Effies 2013
Kellogg's, the cereal manufacturer, needed to revive its marketing during the fiercely competitive US back-to-school (BTS) season, where it was lagging behind its rivals at engaging and driving sales among mothers.
Kellogg's, the cereal manufacturer, needed to revive its marketing during the fiercely competitive US back-to-school (BTS) season, where it was lagging behind its rivals at engaging and driving sales among mothers. A new BTS program partnering with an educational publisher was developed and rolled out within Walmart, targeting the retailer's budget-conscious core shoppers. Research led to the insight that these shoppers were mothers who wanted to give their children every chance of success. This in turn led to the creative message of 'Feed their Imagination', which supported the offer of a free book with the purchase of two Kellogg's products. Activity included pre-store tactics (e.g. owned digital media), a wide variety of in-store initiatives and post-store tactics (e.g. on-pack QR codes). With full Walmart support in year two, the campaign exceeded its targeted 5-7% sales increase.
Kellogg's: All Bran Golden Crunch
Direct Marketing Association - UK, DMA Awards, Silver, 2012
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.
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.
MOMA: How a healthy little upstart beat the big bad breakfast titans
Design Business Association, Gold, Design Effectiveness Awards 2012
Small breakfast foods chain Moma!, whose product line centres on artisanal museli and yoghurt, promoted its wares via a comprehensive rebranding.
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.
Carman's: Real packaging made with real passion
Design Business Association, Bronze, Design Effectiveness Awards 2012
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.
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.
Vector: Get Out What You Put In
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2012
When launched into the Canadian market in 1999, Kellogg's positioned its Vector fortified cereal brand as a meal replacement food for obsessive exercise enthusiasts.
When launched into the Canadian market in 1999, Kellogg's positioned its Vector fortified cereal brand as a meal replacement food for obsessive exercise enthusiasts. However, by 2010 the lifestyle and fitness market had changed significantly, leaving Vector with stalled volume growth. Strategic analysis identified two important changes: an increased awareness of the importance of choosing food to fit one's lifestyle, and the widespread growth of exercise beyond an extreme few. Vector therefore expanded its target market to a new, much wider group of ambitious actives, led by the creative strategic idea that Vector provides the inspiration and nutrition to get the most out of athletic pursuits. It was brought to life through inspirational and meaningful messaging via TV, OOH, online and social media. The campaign increased year-on-year sales by 19% through the four-month campaign and sustained 10% growth for 12 months.
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2012
Quaker Oatmeal, a 135-year-old brand owned by PepsiCo Foods Canada, was revitalised by this campaign, which went beyond category advertisers' traditional focus on health benefits and instead presented the brand as helping the consumer live a better life by providing essential fuel for the day ahead.
Quaker Oatmeal, a 135-year-old brand owned by PepsiCo Foods Canada, was revitalised by this campaign, which went beyond category advertisers' traditional focus on health benefits and instead presented the brand as helping the consumer live a better life by providing essential fuel for the day ahead. This emotional appeal was communicated by TV spots and a social media programme. Celebrity endorsement came from champion mogul skier Alex Bilodeau, who claimed to eat Quaker Oatmeal as part of his training regimen. The campaign earned 11m media impressions and 21,000 Facebook Likes.
Kelloggs: Field of Dreams
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2011
Kellogg's Corn Flakes on-pack promotion for 2010 sought to galvanise Irish sports clubs and communities by offering them a €100,000 make-over for their playing field.
Kellogg's Corn Flakes on-pack promotion for 2010 sought to galvanise Irish sports clubs and communities by offering them a €100,000 make-over for their playing field. The Corn Flakes package and cockerel motif was redesigned to look like a painted grass pitch. This look was rolled out over point of sale, direct marketing, digital, TV, social and outdoor. Then, at public voting stage, the marketing and promotional drive was passed over to finalists who created their own POS, YouTube ads, social and vote collection campaigns. The result: 250,000 active participants, 507 entrants, 5.5 million engagement opportunities and a 5% sales uplift.
Honey Monster Foods - Honey Waffles Factory
Integrated Marketing Communications Council Europe, Silver (Event Marketing), IMC European Awards 2010
The fifth largest UK cereal family Sugar Puffs, owned by the Big Bear Group, is known for its iconic character called the Honey Monster.
The fifth largest UK cereal family Sugar Puffs, owned by the Big Bear Group, is known for its iconic character called the Honey Monster. The brand wanted to differentiate itself in the competitive cereal market and raising awareness of the newest product in the Sugar Puff’s range, Honey Waffles, amongst families with an average income. The campaign focused around bringing the brand’s ethos of ‘Feeding the Fun’ to life by creating a mechanical ‘Honey Waffles Factory’ that was displayed in shopping centres. This included a giant cereal box with a conveyor belt bringing out the Honey Waffles product into the giant cereal bowl, from which consumers could retrieve a free sample. The factory also allowed people to have their photo taken with the Honey Monster and enter a competition to have the Honey Monster come to their house for breakfast. The campaign was also promoted in supermarkets, which involved giving out samples and branded backpacks as well as the Honey Monster meeting parents in the store. The campaign created a significant increase in trial and ongoing sales.
Kellogg's Rice Krispies Squares: The humble Krispies profitable transformation
Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2010
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar.
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar. The product was competing in a difficult confectionery market and suffered from lack of brand name awareness, packaging recognition and understanding of the product proposition. In response, a campaign in the Irish Republic sought to draw on the heritage of the homemade 'Rice Krispie Bun' that was synonymous with growing-up by branding the Squares product as a Rice Krispie Bun in a portable bar. The initial campaign involved an animation of a Rice Krispie Bun being converted into the Bar and was promoted on TV, outdoor and in cinemas. This was followed up by advertisements which promoted new variants of the Squares product, personifying the individual 'Krispies' and demonstrating how they long to be in the 'Square' product. Over the 4 years which the campaign ran, the ROI was an average of 44.25% per year.
Quaker Oats: Diffusing a coronary time bomb
Warc Prize for Innovation, Entrant, 2010
The chance of hearing the healthy 72 beats per minute of an Indian heart is becoming rarer by the day.
The chance of hearing the healthy 72 beats per minute of an Indian heart is becoming rarer by the day. WHO estimates that, by 2010, 60% of global heart ailments will originate in India - making the nation the likeliest contender for the crown of the "heart disease capital of the world". The urban, working 30-plus Indian is a high risk group for heart diseases. Despite leading stressful lives and following unhealthy eating habits, they remain oblivious to the risks of heart disease. This is the story of how Quaker set out to shake this time starved walking cardiac time bomb out of their complacency.
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