Kellogg’s launches online video for National Breakfast Week
Share
Kellogg’s has launched an online film to encourage people not to skip breakfast for this week’s National Breakfast Week.
The video is part of the cereal brand’s £1.5m Wake Up To Breakfast campaign, which aims to promote its products and the benefits of eating breakfast every day.
The video shows two days in the life of a man, one having eaten breakfast and the other having skipped it.
Kellogg’s said that while it had traditionally used online marketing to target younger people, it believed the channel would now help it reach a wider audience.
A spokesman said, “We’ve never created a video clip solely for use online before. We’re expecting to learn a lot and that’ll help us shape our larger digital plan. UK consumers can expect to see a lot more from Kellogg’s in the digital space.”
The film was created by SKV Communications and Two Sugars.
This story first appeared on newmediaage.co.uk
YouGov Insight:
Kellogg’s
· 10 of the top 20 cereal brands surveyed by The Grocer were made by Kellogg’s and of these, 6 were in the top 10.
· Between 2006 and 2009, Kellogg’s has consistently accounted for the largest share of above-the-line advertising in the UK for this category.
· Special K is Kellogg’s top performing brand in the UK. Sales value was up by 8% in 2009, thanks to strong niche positioning, sustained innovation and consistent advertising and promotion support.
· Following sustained pressure from campaigning health groups and the FSA, Kellogg’s began to cut the amount of salt in Corn Flakes, Coco Pops, Ricicles, Frosties, Rice Krispies and Crunchy Nut products in Spring 2010.
· The salt content in most of these ranges will be cut by a third or more so that none of its iconic cereal brands will now be classed as ‘red’ (high) for salt using the Food Standard’s Agencies Traffic Light food labelling scheme.
Click here for more information on this YouGov market report
