It received the award for the launch of its new product, Kellogg's Corn Flakes Instant Porridge. In just six months from launch, the company's newest offering has received significant share within the cereal market.
This marketing excellence award celebrates the team's approach in applying top performing company values and is judged across the Asia Pacific regions by a panel of judges including: area president and vice presidents of each of the relevant disciplines; marketing, sales, research and technology and HR.
Under the leadership of the South African marketing director, Jesper-Lund Jacobsen, the company and its agency worked seamlessly together to deliver the project; product; distribution and marketing mix in record time.
The company has been the dominant market leader with +40% share in the ready-to-eat breakfast cereal category for over 75 years. Yet, during the cold winter months, some consumers were switching to traditional hot porridges. It identified a marketing opportunity it needed to pursue and so a stirring idea was born....to give consumers a new way to start their day ...Kellogg's Corn Flakes Instant Porridge.
The agency's Worldmade integrated campaign combined the goodness of porridge with the much-loved Kellogg's Corn Flakes taste, to deliver a communication-based business solution that brought the brand idea to life.
The 'Stir it up' campaign gained credibility with the corn flakes core target market in a distinctive and memorable way, thus entrenching emotional connections associated with the brand's positioning of simple goodness that brings families together.
"The company believes that enriching and delighting its consumers, through foods and brands that matter, is vital to business success and growth. The collaborated effort given by the company and its agency is testimony to this belief and to the success of this project," says Manish Sharma, Kellogg's marketing category manager.
