Campaign details

Brand: Kellogg's Corn Flakes
Lead Agency: Mindshare India
Region: APAC

Strategy

Objective

1 out of 4 Indian claims to skips breakfast and only 3% of them consider that the breakfast is important meal of the day, few key finding from a study done by Kellogg's. In the same study "taste" came out as biggest deciding factor for food choices. Most of the times taste takes precedence over health and that's the reason Indians prefer having Paratha, Tea & Biscuit, Fried food for breakfast which doesn't give adequate nutrition or nourishments to begin an energetic day.

To address this challenge and to increase penetration, Kellogg's married "Taste" & "Health" and launched three new flavors "Kesar Pista Badam", "Rose Badam" and "Thandai Badam" to suit Indian taste buds with real healthy ingredients. The business objective was to bring new users into the category and drive trials & incremental sales. For the launch of the new flavors, our media task was to increase awareness in the key urban markets with the communication that bring alive thereal ingredients with real taste. To measure the campaign success, we deployed a Brand Lift Study to measured Awareness lift, Preference & Intent lift, along with the media delivery KPIs.

Target Audience