Kellogg's Real Fruit Winders – Unwinding the effects of an integrated campaign
Gurdeep Puri and Janey Bullivant
This paper, which won a silver award, shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience that went far beyond simple enjoyment of the product and gave kids the means to interact with the brand on a number of levels on their own terms.
| Agency: Leo Burnett | Authors: Gurdeep Puri and Janey Bullivant |
SILVER AWARD
Kellogg's Real Fruit
Winders
Unwinding the Effects of an
Integrated Campaign
Introduction
This paper tells the story of the launch of Real Fruit
Winders, a new fruit snack from Kellogg's....
