Kellogg’s to launch £2m baking campaign
Kellogg’s is to launch a £2 million marketing campaign to encourage people to bake with Rice Krispies and Corn Flakes.
A television campaign, created by Leo Burnett, breaks 13 October and will run for four weeks across terrestrial and satellite channels.
In addition Kellogg’s has agreed a six-figure deal to promote its “Big Bake” campaign across several ITV platforms.
The TV ad features a family cooking with Kellogg’s brands and directs consumers to a website www.bigbake.co.uk where they will find recipe ideas.
Viewers can also enter a competition via the website to be one of three families to front another baking ad due to be aired on Mother’s Day next year.
As part of the partnership with ITV, a “Big Bake” microsite will link to ITV.com’s food portal and ads will run across all ITV websites.
The “Big Bake” promotion, to include ITV branding, will also appear on Kellogg’s cereal packaging until the end of the year.
Sam Blunt, consumer promotions controller at Kellogg’s, says: “The Big Bake is all about encouraging people to engage with cereal in a fun way, while delivering some added value branded activity back into the category for our retail partners.”
Earlier this year, an ad for Kellogg's Nutri-Grain cereal bar received 42 complaints from viewers who found it “offensive” because it was “suggestive of the sexual abuse of younger people by authority figures”. The cereal maker changed the ad due the serious nature of the complaints.
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