Kellogg’s

The brief

Teamwork at Brahm has held the Kellogg’s Foodservice account since 2001, responsible for all external communications including advertising.

In 2004 Teamwork at Brahm won the Kellogg’s Convenience business and was challenged to develop a trade advertising campaign that would work across both foodservice and convenience channels.

Our response

To create more brand focused advertising, based on the belief that consumers, retailers and caterers buy brands.

Brahm retained the Kellogg’s brand logo and added a ‘make you more’ sign off to reinforce the trade’s view that Kellogg’s produce successful, high quality brands. Impactful photography was use to demonstrate the product being enjoyed by the target consumer. Whilst strong, vibrant colour created a contemporary feel and reinforced the brand personality and style.

Finally clever headline copy reinforced both the trade benefit and consumer response to the brand.

The outcome

Winner of the Pro Wholesaler Magazine Best Trade Advertising Award 2005.

“Teamwork at Brahm, in their shared desire to take Kellogg’s trade advertising from good to great, launched the new advertising campaign in July 2004. Kellogg’s brands, consumers and trade customers are extremely important and the new style incorporates all three with style consistency, impactful images showing an enjoyable consumer interaction, plus trade benefit expressed throughout. Feedback inside and outside Kellogg’s has been positive. The new impactful and concise ads create a strong identity and are testimony to both Teamwork at Brahm and Kellogg’s in their continuous journey from good to great.”

Michelle Willetts, Customer Marketing, Kellogg’s

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com