Kellogg’s Corn Flakes was facing a number of challenges: declining sales among 16-34 year olds and a perception among that age group that the cereal is ‘dry, old and plain’. Kellogg’s positioned itself as a brand for beyond just breakfast - a healthy and quick meal which fits into the busy, snacking ‘always-on-the-go’ lives of this younger demographic.
Kellogg’s turned to podcasts, which have six million listeners every week, with two thirds of these aged 16-34 year olds.
It became the sponsor of the first-ever podcast from ITV’s Love Island, recruiting a former contestants - 2017 Love Island winner Kem Cetinay, alongside radio DJ Arielle Free as presenters, producing 41 daily podcasts across the show’s 2018 summer run. Kellogg’s had exclusivity across all audio, with opening content and a package of top-and-tail idents throughout the podcast.
It also created games and topics which brought Kellogg’s into the content, such as ‘Bowled Over’, ‘Biggest Flake’ and ‘Corniest Line’. Each podcast also directed listeners to Kellogg’s on-pack ‘Cereal Dater’ competition, which invited customers to send in a couple- selfie using a bespoke Instagram filter.
The campaign resulted in more than three million downloads and smashed Kellogg’s original targets.
M&S Food and Britain’s Got Talent - M&S Food
M&S Food wanted to broaden its appeal to be more relevant, more often to the family. It partnered with ITV show Britain’s Got Talent, the first fully integrated TV partnership for the brand. The campaign featured BGT judges and presenters Ant, Dec, David Walliams and Alesha Dixon becoming the the voices of animated characters in the form of tableware and condiments, while the official BGT app featured a special Percy Pig pink buzzer. Activity was delivered across show idents, in-store, on-pack, licensing, talent, social, online and with staff. The aim was to place M&S Food at the centre of the family Saturday night experience. Sales increased following the campaign.
Virgin Radio: The Chris Evans Breakfast Show with Sky - Sky
The Chris Evans’ Breakfast Show from Virgin Radio, which features special guests, music and conversation covering TV, news, sport and film, was aligned with Sky’s positioning of “all the best entertainment in one place”. This placed Sky and its output and products at the heart of the show, helping to create warmth and affinity and showing how influencer marketing has boosted both the show’s listenership and benefited its commercial partner. A significant number of listeners surveyed have taken some form of action because of the partnership: watched a show, signed up to Sky, added channels to their subscription or entered a competition.
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