Kellogg’s Masterbrand – The Mirror
Insight (out of 10)
Our insight tool (CCS) showed us that our target audience of HWCH had strong affinity with
Print and Radio and also showed that a multi-media approach would allow us the biggest
reach and engagement. Hence, the decision to go with a partnership that incorporated both
Trinity Mirror and Bauer. Another key insight focussed on the ‘local factor’. This meant that
our core consumer felt much more at home when reading or hearing about things that were
prevalent in their area. Trinity Mirror offered us the local reach but with national scale, whilst
Bauer could provide access to radio stations across the UK.
The final insight came around having a flagship event. Whilst our audience were keen to
hear about local involvement they also liked the idea that a brand was getting behind a real
cause. Kellogg’s already provided free breakfast to over 1000 schools each morning in the
UK but we wanted to amplify that message. The perfect property to align with was with
‘London’s Biggest Breakfast’ – endorsed by the Mayor and broadcast by Magic FM.
We built a campaign that engulfed all the key aspects from our insights tools. Ultimately,
partnership success would be judged on the consumer’s propensity to get involved in the
campaign, measured through purchase intent and curiosity around the scheme.
The plan (out of 10)
The partnership ran in two very separate medias but was anchored with the flagship event
‘London’s Biggest Breakfast’. Prior to the event, the key messaging focussed around the
core message of ‘Buy a box – give a bowl’, this meant for every box of Kellogg’s that a
consumer bought, Kellogg’s would donate a bowl to a breakfast club in the UK. A fantastic
initiate that was aimed at highlighting the plight of hungry children on our very doorsteps and
encourage active participation.
The partnership used Trinity Mirrors national titles, 14 regional newspapers and also the first
ever ‘takeover’ of the Primary Times. The ownership of the PT saw branding throughout and
on the front page of the schools mag. PT goes out to 11,000 UK schools and put in the bag
of their school children so was particularly relevant for this campaign.
We ran locally relevant advertorials across Trinity Mirror’s newspaper portfolio highlighting
how people can help and what difference their help can make. These included case studies
of families that use food banks or rely on free school meals. The aim was to show that it’s
not just the most vulnerable families that are affected but that 1 in 7children go to school
hungry. We showed the tangible ways to make a difference and that Kellogg’s could help
facilitate that. The partnership had strong digital presence and links through to ways people
could get involved including HIS and Fareshare.,
Bauer gave us access to 7 radio stations across the UK that complimented the print titles. All
creative was localised, making it relevant to listeners. Again, the key messaging highlighted
the need to support the local community and what Kellogg’s was doing with its ‘Buy a box –
give a bowl’ campaign. We ran a competition hosted online, with a simple entry mechanic to
further engage users around winning family passes to Merlin attractions to spend quality
time with those that matter most.
Bauer were also the official sponsors of the London’s Biggest Breakfast. This Mayors Fund
For London initiative brought together some of the most under privileged schools in London
to offer a free breakfast, entertainment and the chance to meet Boris Johnson. Kellogg’s was
the official broadcast sponsor of this event, allowing us to brand the event, provide all the
breakfast and give away goody bags to all attendees. Kellogg’s MD appeared on the live
show to talk about how Kellogg’s were helping and how others could get involved. We
involved a Trinity Mirror journalist and photographer to cover the event ensuring the
partnership was as joined up as possible. Keeping content relevant was a key consideration
and we managed to get the print advertorial around the event in paper the very next day - A
media first for advertorial content across Trinity Mirror.
The campaign culminated in a big ‘thank you’ piece in paper and online emphasising the
difference that everyday people can make by joining in with the initiative ‘Buy a box – give a
Results (out of 10)
Trinity Mirror strongly believed in the cause, enabling us to leverage strong editorial links
throughout the campaign. We exceeded all benchmarks for print and digital in terms of CTRs
and impressions, delivering added value of over 15% of the total outlay.
We commissioned research to review what affect the campaign had on consumer’s attitudes
towards the business.
95% of people found the Kellogg’s initiative to be a good cause with this translating through
to 85% of people wanting to purchase a pack of Kellogg’s cereal. We also showed that the
campaign increased purchase intent by 8% from those that had seen the activity to those
that had not. This is a massive shift for an established brand like Kellogg’s where consumer
awareness is almost at 100%.
The activity also increased people’s awareness and curiosity around the ‘Buy a box – give a
bowl’ initiative. 77% said that it inspired them to get involved, an increase of 3%. 86% of
people could see how it benefited their local community, and 93% saw it as a generous
donation by Kellogg’s. Both these numbers increased 7% from those that had not seen the
activity and again shows how successful we were in conveying the core brand messages.
To summarise, Kellogg’s has a long established history of doing CSR work. The brand is
large and instantly recognisable. Despite this, those that were exposed to our partnership
work were influenced enough to increase their propensity to purchase and to view Kellogg’s
as a company that was doing great things in this key CSR area.
Client view (out of 5)
“As part of our ongoing Kellogg’s Breakfast for Better Days corporate initiative, it was critical
that our Give A Child A Breakfast media partners reinforced our goal of driving maximum
awareness of the issue and consumer participation. Overall, the collaboration was a great
success, helping raise nationwide awareness of the issue whilst also playing a key role in
increasing the number of consumers wanting to get involved in the campaign to donate
breakfasts to families in need”. Sally Bonser - UK & Ire Marketing Manager - Kids Cereal