Kellogg's

Kellogg's wanted to demonstrate to their target audience of families the fun they can have, baking with their products… & invite them to take part. They challenged ITV to get behind their baking promotion, with the aim of getting consumers to spend time with their Rice Krispies cereal.

Whilst ‘baking as a family’ & ‘having fun’ are compelling messages in their own right, ITV wanted to go further. The chance for families to star in a TV ad is even more compelling; everyone is proud of their families & wants to show off about the fun they have together.

A multifaceted exclusive media partnership, with a competition at its heart.

Stage 1 - Inviting the nation to ‘The Big Bake’; A TV ad announced the promotion and drove viewers to ITV’s interactive service & website for further info about how to enter and what to bake. The call-to-enter was also made via VOD & display on ITV websites & via Kellogg’s packs.

Stage 2 - The nation gets ‘Big Baking’; Families baked together, some taking & uploading photos.

Stage 3 - Broadcasting the nation’s best ‘Big Bakers’; 3 winning families were filmed and the new ad was broadcast on ITV1 on Mother’s Day during Dancing on Ice: The Final to a huge audience of 6.4m housewives (46.2% sov).

Stage 4 - Making Mother’s Day a ‘Big Baking Day’; To give a sense of event for ‘The Big Bake’ on Mother’s Day, Kellogg’s sponsored the entire Mother’s Day schedule on ITV3, culminating at 9pm with the broadcast of ‘Shirley Valentine’, as voted for by ITV viewers from a choice of 5 films.

ITV commissioned & funded cross platform research* to measure the effectiveness of the campaign:

• There is a positive relationship between the number of ITV touchpoints used & the strength of agreement with “it would be fun to bake with Kellogg’s cereals”. This peaked at 89% for those interacting across 7 platforms**.
• 83% of those who interacted with the campaign across 6 or more platforms baked at home with their kids using Kellogg’s cereals
• 67% of those who interacted across all 7 platforms intended to enter the Big Bake competition
• Rice Krispies spontaneous awareness grew by +19% against Mums with sales increasing by +16% during the period of activity***.

David Walker, Marketing Operations & Media Controller, Kellogg Marketing & Sales, said of the campaign:

“We were very pleased with the results achieved via the Big Bake campaign and the association with ITV provided significant benefit to the initiative, achieving increased levels of consumer awareness and engagement. We were excited by the concepts developed with ITV when we first saw them and our consumers responded above our expectations. We are looking at how we can build on the 2008/09 campaign with ITV with further developments in the future”.

*Research conducted by Q Media Research

**Research defined individual channels/ platforms as; ITV1, ITV2, ITV3, ITV.com, ITV Interactive, ITV Local & Friends Re-united.

***Sales source:  IRI Major Multiples 5 w/e 15 Nov 08, Awareness source:  Millward Brown Nov 08).