The cereal brand is recruiting a digital operations manager to drive Kellogg’s online strategy in Europe and a digital planner to align media and digital marketing plans.
It aims to quickly define a clear digital strategy for 2010. The move is a sign of the company’s intention to ensure digital underpins the FMCG brand’s strategic direction.
Chris Wermann, Kellogg’s regional corporate affairs director, said the positions are Kellogg’s first digital roles outside its internal marketing department. “Consumers are using new media to research anything they want to buy, so we have to define a clear strategy for all marketing, from social media to paid-for formats such as display and search.
“We recognise by the pure number of people using online that it’s the way forward for us,” he added.
Kellogg’s has redesigned its website for cereal brand Special K. The site, developed by digital agency MagneticNorth, includes a personal slimming plan with 1,000 meal recipes that can be tailored to include favourite foods. It also includes forums, success stories and style tips.
The site will be promoted through TV and press advertising as well as on-pack promotions.
In the past year Kellogg’s has launched an online content-sharing initiative with CondéNet for its ShapeMate campaign (nma 3 June 2009) and a digital campaign to promote its low-cholesterol cereal range Optivita (nma 12 February 2009).
This story first appeared on newmediaage.co.uk