Kellogg's Walmart Back-to-School Program

Category: Manufacturer: Single-Retailer Rollout
Brand/Client: Kellogg's
Lead Agency: The Integer Group

State of the brand's business

In 2010, the United States was in the middle of a deep recession that impacted manufacturers, retailers, and shoppers alike. The Kellogg Company experienced one of its toughest back-to-school (BTS) seasons ever and, worth $22 billion,1 losing at BTS meant losing the year.

Competition was fierce, but rival brands were thriving because of their longstanding school-giving programs that tapped in to Mom's desire to further her kids' education.

  • General Mills (GM) continued to grow its Box Tops for Education program. 14 years strong, Box Tops had spread across multiple manufacturers and was creating tailored offers for top retailers. As market leader, GM was winning impressive amounts of incremental placement and spending just under $1 billion on advertising.
  • Post announced a partnership with the Campbell's 39-year-old BTS program, Labels for Education. This new partnership helped Post gain scale and incremental display at key retailers as well.