Kellogg’s faces marketing shake-up with Brennan’s departure
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Kellogg’s marketing director Kevin Brennan is to leave the company to take a new position at Premier Foods as general manager of the meat free division.
Kevin Brennan
Brennan will leave Kellogg on 22 July when Peter Harrison, marketing controller will take over as acting head of marketing, reporting to Greg Peterson, managing director UK marketing and sales. The company is looking for a permanent replacement.
Brennan was promoted to UK marketing director at Kellogg in 2004 following the promotion of marketing chief Michael Allen to senior vice-president for marketing, Kellogg’s Snacks.
Prior to his UK role, Brennan was credited with helping to turn around the Australian division and also worked as European marketing director for Kellogg Europe between 2000 and 2002.
He has previously worked at firms including Healthy Snacks Europe, PZ Cussons and Seagram.
Kellogg’s recently signed up actress and TV presenter Angela Griffin to front a £2m media campaign for its new cereal bar Fibre Plus.
The company’s current “Feast of Football” initiative is the biggest promotion yet to adopt the Institute of Sales Promotion (ISP) Seal, devised to reassure customers that a promotion is legal and CAP code compliant.
Peterson says: “Kevin leaves the company after 11 years including roles in Europe, Australia and the UK. During his 6 years as UK Marketing Director, Kevin led Kellogg to regain market share and made Special K the number 1 brand in the category.”
YouGov Insight:
· The sectors within the sugar confectionery market are experiencing very different fortunes, sweets showed impressive growth, gum suffered a dramatic loss of sales in 2009 and mints are in a long term decline.
· Sales of the Rowntree brand grew by around 9% in 2009 versus 2008, with the launch of Randoms in May 2009 making a significant contribution.
· The Haribo brand is strongly targeted towards children and accounts for around a quarter of all sales in the gums & jellies sector.
· In August 2009, Tangerine’s Sherbet Fountain was relaunched with all natural colours and flavours and a new re-sealable plastic tube. As a result of the relaunch sales volumes have increased by around 20%.
· Perfetti Van Melle claims to be the world’s sixth largest confectionery product. In the UK, its sweets brands are Chupa Chup and Fruittella.
Readers' comments (1)
Anonymous | Thu, 1 Jul 2010 2:24 pm
I would suggest with 59% volume sold on deal that marketing at Kellogg's has been over turned in favour of pile it high and sell it cheap through deep cut activity across the major mults. As a result of this has marketing spend been cut? Who knows but I bet Nestle & Weetabix are pleased!
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