The cereal maker is asking fans to submit videos and animations on how Kellogg’s gives kids a better start to the day. Content submitted to crowdsourcing platform eYeka, which is used by film makers and graphic designers, must have a “sunny, humane, charming and active” tone, according to the business, which plans to use the entries to inform its first corporate campaign.
Kellogg’s revealed earlier this year a major marketing push was in the works to arrest the “unconscious migration” by consumers to other foods such for breakfasts. It said at the time that brand, which was ninth in the annual Super Brands list, is strong enough to respond to evolving habits.
The cereal business is asking also fans for their own interpretation of the Pringles brand’s new “You don’t just eat ‘em” strapline – the first major change to the brand since it was acquired in 2012.
It replaced the snack brand’s long-running “Once you pop, the fun don’t stop” slogan late last year and is being pushed global brand campaign on social media, encouraging people to do whatever they want with Pringles. The best creations will be shared on the brand’s Facebook page later in the year.
Kellogg’s is investing money saved as a result of its Project K restructure, which will see it cut its work global work force by about 7 per cent by the end of 2017, on marketing initiatives such as crowdsourcing, packaging, shopper programs mobile and in-store ads. Activity will be focused in Kellogg’s more developed markets such as the US, UK and Australia where its brands have struggled due to consumers shifting to healthier or more convenient options.
The trend has hampered the cereal maker’s global growth with sales for the three months to December down 1.7 per cent year-on-year to $3.bn (£1.8bn). It is investing in packaging, shopper programs mobile and in-store ads alongside developing healthier products to reverse the decline.