Kellogg's case study summarization: 1) Kellogg's campaigned to encourage nutritious breakfasts for children and increase healthy eating awareness, generating positive publicity for the brand. 2) The "help give a child a breakfast" campaign attracted media attention by helping make positive changes for children, showing the brand in a good light. 3) Organizing breakfast club events communicated their message while creating positive publicity through community involvement and increased sales.

1. Marketing & PR
Emily Monsey

2. Case Study – Kellogg's
They show factual information right from the start which shows negativity surrounding unhealthy eating
from children and the positive effect that Kellogg's is going to have on them with the encouragement of
children having a nutritious breakfast every morning. They are also pointing out the positive publicity the
awareness of healthy eating brings as the brand can now appeal to a much larger audience as more parents
get to see the work they are doing and the benefits their brand have.
Positive publicity then surrounds the brand with the ‘help give a child a breakfast’campaign. This can
attract lots of positive media attention to the brand as it is helping make a change and difference for the
children that aren’t having a healthy and nutritious breakfast before they start school. These kind of
charitable organisations help to show the brand in a positive light and also shows the brands activeness
with their audience.

3. Evidence of organising events shows the brands charitable side and also the involvement they have with
their audience. This also relates to managing the message as it is constantly communicating with the
audience and getting their message across via this breakfast club event they have set up across the UK.
This can then create positive publicity also as it means that people are seeing the benefits of the brand
and what kind of things they can do for their audience and for their customers which results in an
increase in sales. This kind of thing in turn means gives the brand a good name for itself and gets it
mentioned in the press also.
It continues with more positive publicity surrounding the brand as charity work is mentioned as it
states that Kellogg’s has been involved in working for charities for many years. Here Kellogg’s
are showing loyalty to their customers which increases popularity of the brand.

4. Case Study – Music Magpie
BOTTLE have suggested to music magpie that they really needed to get involved in the media and to get more
attention. This would mean that the brand would be targeting a wider audience and their name would be going
national not just locally. Building relationships with influential finance journalists was another suggestion so
basically the idea of being very involved in the media was a prominent suggestion for the brand. This kind of
attention from the media can help very much towards the brands name as if they get their name to their audience
and also to influential people in the media it can mean an instant increase in sales.
Charity work is something that is very prominent in the media and it always gets paid attention to so very often brands
take part in charity work or set up a charity which although may be something they wanted to do it also helps them
with their brand name and popularity. The media commonly keep track of charity work and events when it comes to
big brand names that are organising them so this suggestion from BOTTLE will have gained them much more press
attention and also may have raised their profile slightly so it was easier to get more customers. They have purposely
suggested doing the charity for football as this is both masculine and also something that children take part in so in
turn the mums with then find out about the brand so it’s attracting everyone.

5. Case Study – Music Magpie
Here BOTTLE knew the kind of target audience that the brand music magpie were aiming their website at as they
had gone for prominently women with mum’s being most important to target. This is then made clear with the
‘free kits campaign’ link as this was something that was done with schools so this was an obvious link with their
target audience and an easy way to show a form of charity work whilst getting their brand name out their to the
target audience of ‘mums’ then with the addition of positive publicity surrounding the music magpie.
As BOTTLE have shown with their results after the ‘free kits campaign’ music magpie managed to reach several
impressive media platforms as it was reported buy a number of different newspapers generating excitement around the
project for schools and also a lot of positive publicity and sales for music magpie. The campaign went so well that it
then continued for a little while even after it had officially ended as some of the kits were still being given out and
being given to schools. The fact that it was reported that they carried on giving out football kits once it had ended will
have gained them a lot of supporters as it shows their dedication to it and also that they weren’t going to waste them
and throw them out.