Kellogg launches Q&A transparency campaign to drive cereal masterbrand strategy

Food products producer kicks off a new initiative aimed at answering all the questions consumers have about its cereal brands

Cereal creations: Froot Loop cupcakes from Kellogg
Cereal creations: Froot Loop cupcakes from Kellogg

Hot on the heels of launching its cereal masterbrand campaign, Kellogg has kicked off a new initiative aimed at providing transparency around questions consumers have about its product range.

The ‘Open for Breakfast’ initiative sees the brand responding via a dedicated digital channel, www.openforbreakfast.com.au, to consumer queries about anything and everything relating to its cereal brands, a list that includes Special K, Corn Flakes, Rice Bubbles and Nutri-Grain.

The questions and responses will also be shared social channels, and not only include static content but also videos, infographics, images and vox pops.

Kellogg launch its digitally led ‘Amazing creations’ masterbrand campaign for cereal brands in March. The campaign revolves around a series of videos featuring YouTube icon, Zach King, which showcase fresh cereal-based breakfast creations. The videos are being supported by social, PR and in-store activity.

Communications director, Rebecca Boustead, told CMO the trigger for ‘Open for Breakfast’ was the growth in people wanting to know more about where their food comes from and what’s behind its production. She attributed this trend to the rise of cooking shows, a more foodie culture, and environmental and sustainability concerns around food production.

There’s also a need for brands to continue to build trust and authenticity with their audiences, she said.

“Rather than a static website, we will have consumer generated content on our website,” Boustead said. “This way, we’ll drive creative content that’s relevant and meaningful and lead with two-way engagement.”

Boustead labelled the digital Q&A format the “consumer services of the future”. The Kellogg campaign is much like that launched by the McDonalds 'Our foods, your questions' program which kicked off in Canada and has since gone globa.

“People used to ring a 1800 number or send an email. In a world of transparency, where we have nothing to hide, consumers will be able to ask questions online and we’ll answer,” she said.

‘Open for Breakfast’ officially went live last week after several weeks in soft launch, and includes responses to questions posed by consumers through the 20,000 calls Kellogg receives each year on its consumer hotline, as well as those from consumer research groups.

Kellogg said the most popular areas of interest are linked to nutrition, ingredients and special dietary requirements or needs, which account for 40 per cent of all enquiries received to date. Examples of questions already answered include the use of palm oil, as well as sugar content in certain cereal products.

Kellogg also produced a video of a factory tour attended by Everyday Gourmet’s Justine Schofield, who submitted questions about what makes a balanced breakfast, as well as how Rice Bubbles are produced. Responses are being crafted by subject matter experts within the business and then posted via the communications team.

With the ability to answer 55 questions per day via its consumer services phone line, Boustead was hopeful of dealing with as many online.

In addition to the online initiative, Kellogg has launched its own Pop-up café to give consumers a more experiential view of the diversity of its cereal products. To do this, the company has partnered with Sydney-based breakfast spot, Kawa café, to open a cereal café for one week from 19 April.

Boustead saw these efforts to extend consumer engagement to impacting its shopper marketing strategy, recipes offers, and the tips on Kellogg’s package materials.

All of these activities are about strengthening Kellogg’s masterbrand cereal strategy and approach and ultimately getting more consumers to eat cereal products, she said.

“There is a lot of latent equity in the Kellogg brand, so this is opportunity to demonstrate the range of foods we have,” she said. “We can often be known for just one or two brands, and what a number of people have forgotten is the breadth of cereal products we offer.

“We want to build that affinity with the brand to ultimately get people eating more cereal and to experience it again.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in