Kelloggs: Field of Dreams
Agency name: Ogilvy Dublin Client name: Kelloggs Category: Integrated Communication
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,...