Kellogg's Big Bake On ITV

The Challenge 

Kellogg's wanted to demonstrate to its target audience of families the fun they can have baking with Kellogg's product and encourage them to get involved. They challenged ITV to get behind their baking promotion, with the aim of getting viewers to spend time with their Rice Krispies cereal.

The Insight

Whilst "baking as a family" and "having fun" are compelling messages in their own right, ITV wanted to take it further by proposing a campaign which would give families the opportunity to star in a Kellogg's TV ad.

The Idea 

An exclusive multiplatform 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 and website for further info about how to enter. The call-to-enter was also made via VOD and display ads on ITV websites and on Kellogg’s cereal packs.

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

Stage 3 - Broadcasting the nation’s best Big Bakers; three winning families were filmed and the new ad was broadcast on ITV1 on Mother’s Day during Dancing on Ice: The Final to an 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 – a viewer voted film.

The Results 

ITV commissioned cross-platform-research by Q Media Research to measure the effectiveness of the campaign.

There was a positive relationship between the number of ITV touchpoints used and the strength of agreement with "it would be fun to bake with Kellogg’s cereals”. This peaked at 89% for those interacting across seven platforms*.

83% of those who interacted with the campaign across six or more platforms baked at home with their kids using Kellogg’s cereals. 67% of those who interacted across all seven 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**.

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

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

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    Sales uplift during the campaign
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    Increase in spontaneous awareness with mums of Rice Krispies