Breakfast is the most important occasion for Kellogg’s, since it is also the biggest source of volume. This is why it was important to continue supporting breakfast moments but adapt them to new consumption and shopping behaviors to maintain relevancy.
We knew our shopper prioritized their kids when purchasing products for breakfast. There was a need to reignite Kelloggs’ core cereal brands around a new, occasion-first message that would be relatable to the shopper’s mindset and also playful for their children.
We created a shopper toolkit for the main Kellogg’s kid cereal brands under the creative territory “WAKE UP TO MORE FUN.” Our occasion-based message, “Mornings full of…” allowed flexibility depending on the point of engagement and gave shoppers different reasons to shop based on key buying drivers for the occasion.
We designed and deployed various materials in store and online with the goal of creating more visibility and driving loyalty to our cereal brands.