Kellogg's Launches New Reassurance Campaign
Release date: 10/11/2008
Kellogg's is drawing on its heritage as it seeks to remind shoppers about the quality and value that comes from buying its branded Corn Flakes.
The food company will be spending £1.4 million updating a marketing message pioneered by the business's founder, W K Kellogg, 100 years ago to differentiate Kellogg's products from its competitors.
Television and national print advertising will be used to remind the public of the quality ingredients found in each bowl of Kellogg's cereal and the affordable price.
The campaign, developed by Manchester's CheethamBell JWT and running throughout November and December, will also stress the value-for-money that a bowl of Kellogg's Corn Flakes offers - at just 10 pence per serving.
Kellogg's UK head of sales, Mike Taylor, said: "Our research tells us that 41% of people actually claim to have eaten more cereal in the past six months. The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions like smoothies."
"We know in a time of recession, people turn to brands which offer consistent reassurance, backed by a strong pedigree. That's why our heritage features so strongly in this activity."
To underline the heritage of Kellogg's, CheethamBell JWT's creative features an image of a box of Corn Flakes changing over time - from the first packet designed by Kellogg's to the current version on shelf.
W. K Kellogg's first added his signature - now abbreviated to Kellogg's - on all packs of his cereals in 1903. His bright red mark together with the famous phrase ‘none genuine without this signature' appeared on-pack to help shoppers pick out his products from the competition.
"That's why this campaign highlights the value of the branded cereal category and the margin earning potential within it for our retail partners," concluded Taylor.
Kellogg's campaign launches mid November and runs until January.
The company current has a 42 per cent share of the £1.2 billion ready-to-eat breakfast cereal category.[1]
ENDS
[1] IRI Grocery Outlets, value sales, 52 w/e 17 May 08'