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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in