Iris Experience, the experiential arm of Iris Worldwide, has been appointed to the Kellogg’s roster. It won the business in a pitch against several undisclosed agencies.
The agency will handle marketing activity for a number of the food company’s recently launched brand extensions. It has a brief to encourage consumers to sample Rice Krispies Squares Marshmallow, Nutri-Grain Soft Oaties and Special K Mini Breaks through experiential campaigns.
Sam Blunt, Kellogg’s head of promotions, says: “Getting consumers to try our products is always key to the success of our brands. With such a competitive market, it is paramount we get the strategy right for reaching and engaging with consumers.”
Meanwhile, Kellogg’s has ramped up its marketing over recent months. Last month, it launched a campaign created by Leo Burnett to encourage parents and children to bake with Rice Krispies and Corn Flakes. It has been followed this week with a £1.4m ad that aims to promote the quality, value and heritage of its brands.
The ads, created by Manchester agency CheethamBell JWT, will run across TV and print ads from mid-November through to January.
This year the company has made a number of changes to senior management, which included the promotion of global chief marketing officer Mark Baynes to vice-president of the Kellogg Company alongside his global chief marketing officer role.