Kellogg's Real Fruit Winders – Unwinding the effects of an integrated campaign

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


Kellogg's Real Fruit Winders

Unwinding the Effects of an Integrated Campaign


This paper tells the story of the launch of Real Fruit Winders, a new fruit snack from Kellogg's....