Campaign details

Brand: Multiple Kellogg's Brands
Brand owner: Kellogg's India
Lead agency: Mindshare
Country: India
Industries: Breakfast cereals
Media channels: Games & competitions, Online video, Social media, Sponsorship - sports, Word of mouth, advocacy
Budget: Up to 500k

Executive Summary

One of the challenges for a brand is to keep up to date with market trends. With the popularisation of social media, there is a new topic trending every hour, which brands can leverage to promote their products/services in an innovative way. There is a need for an adaptive model in a data-driven and connected world. This understanding was the base of our launch campaign "Kellogg's LOOP".

Kellogg's faced disconnected identity even after being present on the Indian market for years: the levels of trust and perception about the brand were low: a breakfast brand from the West and a taste not favoured by the local market presented a barrier for its expansion. The LOOP concept was a key facilitator to build the bridge between consumer, local culture and brand, creating a communication across 365 days.