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 BurnettAuthors: 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. It shows how an integrated multimedia campaign of PR, ambient media, web and TV was used to create a very different brand experience one that went far beyond simple enjoyment of the product and gave kids the means to interact with Real Fruit Winders on a number of different levels on their own terms.

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