GG: Lubyatovo help kids with all your heart

Lubyatovo, a breakfast snacks and biscuit brand, increased sales by developing a social-minded campaign in Russia that urged consumers to purchase their products in exchange for corporate donations to the poor.

Campaign details

Advertiser: Kellogg'sBrand: LubyatovoAgency: FleishmanHillard VanguardCountry: Russia

Overview

Kellogg's local Russian brand, Lubyatovo, offers a wide range of biscuits, crackers and ready-to-eat breakfasts. The brand wanted to provide a valuable social program that would bring meaningful change to the lives of poor families and children in Russia and, at the same time, once again highlight its commitment to long-term and sustainable development in the country. Lubyatovo created a powerful social campaign that inspired Russians to do good deeds in a simple way and gave them a right and a very special cause...

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