Kellogg’s AM:PM Promotion

Client Challenge:

Teamwork was briefed to look at a trade promotion that would both promote the sale of Kellogg’s cereals and cereal bars at breakfast, as well as encouraging greater cereal snacking during the day. The challenge was two-fold: encouraging caterers to purchase products through the wholesale channel, and consumers to purchase in a variety of catering units throughout the UK.

The promotion naturally leant itself to a time-related theme (i.e. morning and afternoon consumption), but a greater challenge lay in the use of an existing retail promotional premium as a giveaway in this foodservice promotion: a Kellogg’s branded cyclometer. Thus we had to develop a theme that encompassed a time-related element as well as the cyclometer premium.

Our campaign:

We devised a leisure theme which linked the cyclometer premium with other leisure prizes such as Special K bikes, family day out vouchers and Center Parcs break headline prizes, and encouraged caterers and consumers to spend more quality time outdoors in the summer. Use of a time-related ‘AM:PM’ purchase mechanic clearly delivered a ‘cereal in the morning’ and ‘cereal bar in the afternoon’ message to both caterers and consumers and helped get sales of Kellogg’s cereals and cereal bars back on track during the summer period. We supported the cereal snacking message with the hard fact that carbohydrate snacking improves an individual’s concentration and performance after consumption.

A wide range of promotional materials and prizes were supplied, creating promotional noise, theatre and excitement in both wholesaler depots and catering units. Trade ads were placed in the key trade press titles and wholesale telesales staff were supplied with VDU cards to help sell in the promotional deal to caterers on the phone. Comprehensive promotional point of sale kits were produced for the catering managers’ use and included posters, tent cards, shelf barkers, a promotion guide, game cards and a selection of small instant win prizes, prompting a 58% uplift in end user participation. All major wholesale groups took part in the promotion, reinforcing the belief that the promotional theme and execution were both appealing and realistic.

For further information please contact:

Paul McGann, Head of Teamwork at Brahm on 0113 230 4000 or email p.mcgann@brahm.com

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