Kellogg's Rice Krispies: Treats for Toys

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Kellogg's Rice Krispies: Trats for Toys

Agency: Leo Burnett

Case overview

When Rice Krispies began to lose relevance with moms, and their sales began to fall, they looked to one of their key brand differentiators to turn the tide. Rice Krispies Treats had long been a staple in many Canadian households, but the brand had never truly leveraged them in a meaningful way.

The goal of this new campaign was to create a new holiday tradition for Canadian moms to share with their children. It was devised as a multi-year strategy to give moms a new reason to fall...

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