How Kellogg switched on to Hispanic marketing

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.

How Kellogg switched on to Hispanic marketing

Geoffrey Precourt Warc

In 2009, shortly after he'd been promoted to his current post, Brad Davidson, President of Kellogg North America, asked all of his business-unit leaders what they were doing in terms of multicultural marketing. "I got a lot of blank stares," he told the Association of National Advertisers' 14th-annual Multicultural Marketing and Diversity Conference.

The injury to that insult: "Our competitors were doing a lot."

A not-very-deep dig on Kellogg's primary "competitor" (read: General Mills) showed that it had increased its multicultural television spend from 3% of its total...

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