Kelloggs: Field of Dreams

Agency name: Ogilvy Dublin
Client name: Kelloggs
Category: Integrated Communication

BACKGROUND

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 agency redesigned the Corn Flakes package and cockerel motif to look like a painted grass pitch - a first for Kellogg's Corn Flakes. It also rolled out POS, DM, digital, TV, social and outdoor. Then, at public voting stage, the marketing and promotional drive was handed 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.

NATIONAL CONTEXT OF THE CAMPAIGN

The recession had a massive influence on consumer behaviour in 2010, with increasing uncertainty about the future and declining disposable income contributing to a greater emphasis on value-for-money offerings and bulk buying. Shoppers had discovered a taste for the past, with traditional heritage products seeing an increase in sales as shoppers looked for something they were familiar with and could trust.