Kellogg's NutriGrain
Radio plays a pivotal role in a multimedia new brand launch
Synopsis
This case study for Kelloggs NutriGrain shows how radio played a pivotal role in a multimedia, new brand launch campaign that threw conventional media planning guidelines in the fmcg sector out of the window.
Campaign results specifically related to the radio element of the plan are not available, but the reasons for using radio, and the manner of its use are nevertheless particularly instructive.
Brand background
Kelloggs NutriGrain is a countline bar made with wheat, wholegrain oats and fruit, specifically intended to be eaten in the...