Kellogg’s needed to create some news and excitement in the cereal category that was in the middle of price wars. Brand value was being eroded. The aisle was crowded, shelf presence minimal, and off-shelf display hard to achieve.
Enhanced brand relevance and value by partnering with a highly respected property and empowering the target audience. Gave kids the opportunity to pick the next cereal Kellogg’s made based on Cartoon Network shows. Ran program on entire kids’ cereal portfolio with free premiums and prizes to support.*
Reggie Award winner not only led to above-plan off-shelf display and a double digit increase in sales for Kellogg’s, but also increased Cartoon Network’s ratings 5%.
