Kellogg's Promo, Case study 100% by Leo Burnett Toronto


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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Associate Creative Director Brendan Good
Creative Director Shirley Ward-Taggart, Lisa Greenberg, Judy John
Art Director Sam Cerullo
Copywriter Kelly Zettel
Released April 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: KELLOGGS
Product/Service: FIBRE PLUS
Date of First Appearance: Apr 1 2011
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Lisa Greenberg (Leo Burnett)
Group Creative Director: Sam Cerullo (Leo Burnett)
Group Creative Director: Kelly Zettel (Leo Burnett)
Creative Director: Shirley Ward-Taggart (Arc Worldwide)
Associate Creative Director: Brendan Good (Arc Worldwide)
Digital Designer: Matthew Kenney (Arc Worldwide)
Digital Writer: Jennifer Smith (Arc Worldwide)
Designer: Sam Cerullo (Leo Burnett)
Print Producer: Anne Peck (Leo Burnett)
Director of Account Management: Karen Tilley (Leo Burnett)
Account Director: Irem Lutz (Leo Burnett)
Group Account Director: Janet Thompson (Leo Burnett)
Planner: Steve Meraska (Leo Burnett)
Agency Producer: Jacqueline Bellmore (Leo Burnett)
Art Director: Sam Cerullo (Leo Burnett)
Copywriter: Kelly Zettel (Leo Burnett)
Media placement: Stunts - Live Taste Tests - In And Around Toronto - December 2010
Media placement: Online Videos - & YouTube - January 2011
Media placement: Direct Mail - Coupons - January 2011

Insights, Strategy & the Idea
The task was to launch and induce trial of a new fibre cereal with a generic name and a category shared benefit of “deliciousness”. To do this, FIBRE PLUS targeted adults 25-54 who are nutritionally conscious but not necessarily conscientious. These consumers are not willing to sacrifice great taste for health. The cheeky manner in which we conducted our taste tests fit perfectly with the consumer’s attitude toward health and also allowed us to have a unique voice in the category. More importantly, it guaranteed a 100% success rate.

Creative Execution
To gather proof of taste superiority, we conducted taste tests, designed to ensure impressive statistical results. The aggregate experience of a few made our study seem much larger and more statistical than it actually was. These quirky taste test videos were showcased on TV and online media, including a 24hr Youtube takeover. All elements drove to our website for a free sample. To obtain the sample, the consumer took a quiz, which in turn, generated 1000’s more stats.

Results and Effectiveness
Consumer participation has generated over 1,000,000 statistics and counting.
Within 24 hrs, 15,000 samples are ordered.
People spend on average 4 minutes on website.
Within 4 weeks of launch, this new product claimed 1.3% share of market.