Kellogg’s Muesli launches new print ad campaign innovatively designed as an Instagram post
Mumbai, July 27, 2015: Kellogg’s Muesli the multigrain, multi sensorial breakfast cereal has unveiled its new print ad campaign designed to appear like an Instagram post. Through this innovative ad, the brand endeavours to go beyond merely showing the food and bringing alive the experience of the sensorial journey that this tasty breakfast offering takes you on. In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers.
Instagram is very popular in India, particularly the youth, as it adopts a communication mode which is more visual and less text. This feature is what makes it intriguing and fits well with Kellogg’s Muesli which aims to demystify its offering through delightful food shots that connote sensorial delight and refinement.
Through the new innovative design, the print ad aims to bring alive the product and give consumers the real ‘taste experience’ of Kellogg’s Muesli. The brand roped in renowned international food photographer, Stephen Clarke to bring to life the sensorial delight of enjoying the food. The attractive shots capture the multi-grain-cereal toasted to crisp perfection and garnished with rich inclusions like fruits and nuts. They are meant to highlight the appetizing features of the product and draw consumer reaction of desire to experience the multi textured taste of the food.
Speaking at the launch of the campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Kellogg’s Muesli is a multi-grain multi textured breakfast that is a unique food experience in itself. Through the new campaign of Kellogg’s Muesli, we are attempting to take consumers on a sensorial journey that will demystify our Muesli food and the consumers will enjoy. The ad which imbibes the look and feel of an Instagram post raises interest levels with its appealing food shots. It captures the varied textures and flavors of the food making it visually delightful and tempting to consumers”. A big part of the campaign is sampling to induce trials. In this regard, Kellogg’s Muesli has kicked off an on-ground sampling exercise where the plan is to do 1 million samples. “At the point of sales to bring alive the campaign and demystify the food for shoppers in the store, the brand has partnered with Blippar, the augmented reality platform. This augmented reality campaign is a first of its kind in the FMCG space in India. Through this campaign, we aim to communicate the core proposition of Kellogg’s Muesli being the tastiest breakfast option for young working adults”, he further added.
In-store breakfast ambassadors in 140 Modern Trade Stores will be helping shoppers experience the augmented reality game using mobile.
About Kellogg Company:
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, CheezIt®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit www.KelloggCompany.com or www.OpenforBreakfast.com and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.
About Kellogg India:
Kellogg in India is a pioneering breakfast cereal brand and it offers foods under ‘ready-to-eat’ cereals and ‘hot breakfast’ categories. Known for its flagship brand Kellogg’s Corn Flakes®, positioned to all members of the family, other loved brands include Kellogg’s CHOCOS®, Kellogg’s Honey Loops, Kellogg’s Special K®, Kellogg’s All Bran® Wheat Flakes, Kellogg’s Muesli and Kellogg’s Oat-bites. Its hot breakfast portfolio includes Kellogg’s Oats which is available in both, plain and flavored variants. Kellogg also forayed into snacks by introducing Pringles® in India.
Kellogg’s growth in India has been guided by the company’s purpose of nourishing families so they can flourish and thrive. As a part of this belief, Kellogg India champions the importance of breakfast to ensure a great start to the day, highlighting the benefits of cereal as a part of a balanced breakfast.
To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. For Kellogg India specific information, visit www.kelloggs.in.
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