Campaign details

Brand: Kellogg's Muesli
Brand owner: Kellogg's India
Lead agency: GroupM – Mindshare
Country: India
Industries: Breakfast cereals
Media channels: Content marketing, Mobile & apps

Executive summary

Faced with the challenge of driving trial for Kellogg's Muesli, a premium breakfast cereal positioned towards the urban Indian, and being top of mind in the cereal category, we wanted to target the unstoppable Indians in their food and fitness environment.

Time-starved consumers had barely any time for appointment-viewing media like TV and radio.

Thus, was born India's first food gym: we co-created an artificial intelligence-enabled experience journey that helped the consumer stay tuned to fitness and food anytime, anywhere.

HealthifyMe acted as a reminder of the importance of a healthy breakfast with Kellogg's Muesli.