Overview Kellogg is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts and cones. The cereal category is very competitive, with General Mills, Post, and Quaker also using major property tie-ins to gain brand awareness, increase sales and secure additional in store displays. With intense competition in the breakfast foods category, there is slow growth within the kids and teens population. With new cereal products continuously coming into the market, building loyalty to a single company can be a major challenge. Promotion Objectives - Increase sales of cereal and morning foods during the Q3 promotional window
- Drive display at the retail level
- Deliver a meaningful, value-added branded experience to the end consumer
Promotion Description Marketing Strategy Since Kellogg has a promotional relationship with Cartoon Network, we turned to Scooby Doo and friends to fully leverage the partnership via a program designed to provide immediate gratification and also address longer-term loyalty needs through participation in Kellogg’s EET & ERN program. The Scooby-gang was chosen because the characters are known and loved by parents and kids alike. Parents remember Scooby-Doo cartoon mysteries from childhood and are happy to provide their kids with similar fun. Kids have made Scooby-Doo a Cartoon Network hit and enjoy being able to interact with the characters in new ways via our DVD-ROM. Tactics We created a series of five unique DVD-ROMs (compatible with both PCs and Macs) with stories and entertainment featuring the Scooby Doo gang and other Cartoon Network characters. Then we put more than 20 million DVDs inside cereal boxes and touted the promotion on more than 75 million Kellogg’s brand packages. The variety added an element of collectability and fostered cross-purchasing. This premium idea served as a way to add value to the product purchase and provide an exciting, interactive experience for kids. Plus, the DVD linked players to EETandERN.com where they could register and participate in the activities of the loyalty program. This high-impact, mystery-themed campaign was Kellogg’s major promotional effort for breakfast brands in the third quarter of 2004. Each of the DVDs featured a unique Scooby-Doo mystery to solve. They also contained exclusive Cartoon Network episodes, never-before seen bloopers, music videos, interactive games, download activities and more, including a referral to EETandERN.com. Cereal packaging also featured a sweepstakes offer where consumers could send a text message with an AT&T phone or log on to EETandERN.com for a chance to win prizes including a Mazda MPV minivan, Xbox games and consoles, Dell DJ Music players, and Alaska Airlines vacations. The Cartoon Network Toon Tour of Mysteries DVD received additional promotional support via TV Spots on Cartoon Network in August of 2004, messaging on Kelloggs.com, EETandERN.com, and CartoonNetwork.com; a response ad in a national FSI in August 2004; and point-of-sale merchandising.
Campaign Performance Results This campaign dramatically boosted short-term sales and loyalty to Kellogg’s brands and injected new energy into the EET & ERN loyalty program for longer-term benefits. The promotion proved successful across every consumer touch point, with sales exceeding expectations with an incremental dollar sales lift of 38%. In addition, incremental sales volume also exceeded expectations, up 52%, while retail orders for POS materials doubled in 2004 vs. 2003. Online activity for Kellogg’s EETandERN.com increased, generating 6.1 million homepage visits and 5.2 million page views from 1 million unique visitors. |
