Kellogg’s launches festival push

Kellogg’s is launching a major experiential push targeting young adults at UK festivals to drive awareness and trial of its Krave and Crunchy Nut brands.

Kellogg’s Krave cereal

The cereal manufacturer is setting up a branded restaurant, under the Tunes and Spoons brand, serving breakfast to festival-goers at five summer events including Bestival, V Festival and The Big Chill.

The Tunes and Spoons experience will sell Krave and Crunchy Nut as well as fruit and hot drinks and will feature indoor and outdoor seating as well as a DJ booth to complement the festival atmosphere.

The brand is hoping to engage with adults, who traditionally skip breakfast and remind them that Kellogg’s can provide a healthy breakfast.

Sam Blunt, Kellogg’s consumer promotions and digital controller, says that the cereal maker is also hoping to fill a gap at festivals where it is often difficult to find a healthy breakfast.

Kellogg’s is also planning to sell branded Krave and Crunchy Nut merchandise at the events.

The activity follows a trial at Glastonbury in 2010. Tunes and Spoons was created by Iris Experience.

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