Kellogg's: All Bran Golden Crunch

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.

Kellogg's: All Bran Golden Crunch

TNT Post (Doordrop Media) Ltd

The team

Beth Armstrong, Sam Blunt.

Other contributors:

Post (Doordrop Media) Ltd – Distribution Company, Tangerine – Planning & Evaluation Support, Dunnhumby – Planning Support, Navigate Digital – Social Media Tracking.

How did the campaign make a difference?

This campaign gave consumers the opportunity to trial a full-size product in the comfort of their own homes. Creating desire for the new brand to be trialled at home resulted in high levels of trial and incremental sales.

What details of the strategy make this a winning entry?

The All-Bran Golden Crunch...

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