Digital push for Kellogg’s Wake Up To Breakfast campaign
Kellogg Company UK has today launched a short online film to kick off National Breakfast Week (6-13 September 2010) aimed at bringing the company’s annual Wake Up To Breakfast campaign to life in the digital world.
The film has been created and produced jointly by SKV Communications and Two Sugars in Kellogg's home city of Manchester.
Designed to encourage the British public not to skip breakfast, the film injects some light humour into the subject of breakfast in a way that Kellogg's hope will appeal to a broad online market.
Copy and paste this link into your internet browser to view the movie – http://tinyurl.com/252fnlz
A split-screen format shows the trials and tribulations of the same man following his decision to either eat breakfast in the morning or skip the most important meal of the day.
Whilst the digital world is often reserved for a younger market by marketers, Kellogg’s believes there is an opportunity to communicate with a much wider digital community.
“Previously social media and video sharing has always been associated with a younger audience but that really isn’t the case anymore. I receive more funny videos and emails from my Dad than I do from peers. Kellogg’s is a family brand so we need to communicate with consumers of all ages,” said Gareth Lucy from Kellogg’s.
“Kellogg’s has never created a video clip solely for use online before, so this is a first for us. We’re expecting to learn a lot and that’ll help us shape our larger digital plan. People can expect to see a lot more from Kellogg’s in the digital space going forward,” added Gareth.
SKV Communications came through a competitive pitch to create and produce the film which was shot at various locations in Manchester and features local talent.
“SKV demonstrated fantastic creativity and enthusiasm. It wasn’t the easiest brief but they won our confidence from the offset and we’re really pleased with the film they have produced,” said Gareth.
The film forms part of Kellogg Company UK’s £1.5m Wake Up To Breakfast campaign which also includes a Free Cereal on-pack promotion, TV and print advertising and PR support.
-ENDS-
Tags: