KELLOGG’S NEW ON-PACK PROMOTION OFFERS MORE THAN A SQUARE DEAL
Kellogg’s will drive impulse sales for Rice Krispies Squares from April to July 2010 by offering shoppers an exciting on-pack promotion across all of the Rice Krispies Squares variants – Chewy Marshmallow, Totally Chocolatey and Caramel Choc.
A simple text and win mechanic will offer shoppers the opportunity to win the holiday of their dreams. There are 10 to be won worth up to £2,500 each plus 100,000 x 45p off Rice Krispies Squares single bars vouchers.
The growth of Kellogg’s Rice Krispies Squares over the last 18 months has been unprecedented with the brand outperforming many of the confectionary category’s biggest players in 2009.
On-pack promotions of this nature are synonymous with established confectionary brands and Kellogg’s believes the Win a Square-licious Holiday promotion will help the brand continue to surpass its confectionary counterparts.
Mike Taylor, sales director at Kellogg’s said: “Consumers see Rice Krispies Squares as a lighter confectionary product and not as a cereal bar. When it is stocked with other confectionary brands the results speak for themselves.”
In fact, insight from Kellogg’s shows that sales of Rice Krispies Squares increase by over 100% when it is stocked with other confectionary brands.
Rice Krispies Squares is the fastest growing cereal based snack brand in the UK with a sales value in excess of £34m. The Rice Krispies Squares brand has grown over 69% in the last 12 months.
The single bars alone are now worth £12.1m having grown by 76%. To put it into context, a Rice Krispies Squares bar is sold every 2 seconds in the UK and over 3.3m UK households are buying Rice Krispies Squares regularly. With brand performance like that, it’s easy to understand why the confectionary category has grown despite the economic climate.
In 2010 Kellogg’s will be providing in-store point of sale displays to help grab shoppers attention and will invest £5m in a heavy weight TV, outdoor and digital advertising campaign as well as the Win a Square-licious Holiday promotional website.
“Added value remains very much on the radar of shoppers. We’re giving away 10 fantastic holidays to help us stand out from the crowd and make sure our shoppers are getting a little bit extra the next time they pick up a Rice Krispies Square.” Added Mike.
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