Kellogg Company GB Limited
KELLOGG'S ZOOKEEPER CAPTURES THE NATION'S HEARTS
Research* published at the start of 2007 revealed that 45% of the UK population regularly skip breakfast. That’s 27 million people, including 4 million kids.
The reports concluded that:
- “Skippers” are nutrient deficient which can lead to long-term health/weight issues.
- Breakfast is the most important meal of the day providing at least 25% of our daily nutritional needs.
As category leaders, Kellogg’s wanted to exploit this news and encourage breakfast skippers to start every day with a balanced breakfast that naturally includes Kellogg’s cereals.
The response to Kellogg's recent Zookeeper campaign was a real stamp of approval for their move away from the latest TV or film tie-ins for their kids and family cereals.
Finding new ways to communicate to their heartland audience whilst keeping the offers exciting for kids, was always going to be a challenge.
The partnership with zoos proved that it could be done. Kids were offered a range of unique prizes from animal ringtones to the chance to be a zookeeper for the day. Mums were reassured by the health and educational benefits of the campaign and won over by the solid value of a free zoo pass with every pack (worth £15).
According to Client Services Director, Rob White, the campaign really captured consumers imaginations. "Consumers really engaged with this campaign as they felt it was a refreshing change from wall-to-wall licenced promotions".
No surprise then when Kellogg's sales increased by 76%.