Kellogg’s: ‘Like Team GB, we are part of the fabric of society’

Kellogg’s will use its sponsorship of Team GB during the upcoming Olympic games in Rio next year to reaffirm its presence with British consumers and place its products at the forefront of people’s minds.

The FMCG brand’s UK sponsorship will last one year and is its biggest yet in terms of investment. Kicking off in the new year, the sponsorship will be rolled out across Kellogg’s full portfolio, including its cereals and snack brands.

Besides on-pack promotions which include an instant-win mechanic, the brand is offering fans the opportunity to win tickets to Rio 2016 in the build up to the Games. Kellogg’s will also be announcing a number of former and current athletes who have been selected as team ambassadors to support the campaign.

Kellogg’s marketing manager Aideen Mulligan says that the brand looked back at the London 2012 Olympics before it decided to embark on the sponsorship.

“Based on the hype the London 2012 Olympic Games generated across the UK, we believe it will be a big year from a consumer and retailer point of view. We wanted to be a part of that,” she told Marketing Week.

With the sponsorship, the brand also wanted to reaffirm its roots within the UK. According to the company, its products can be found in eight out of 10 British households.

“We are almost in every home in the UK, whichever portfolio you look at. Like Team GB, we are part of the fabric of society within the UK. So there was that bond,” she commented.

“It’s about reaffirming our relevance and presence with British consumers. The beauty is that we have a breadth of brands within our remit. The fact that we can leverage them throughout the year means we can remain at the forefront of consumers’ minds.”

Increasing importance of digital

While Mulligan could not comment on the specific marketing activity planned around the sponsorship, she was able to confirm the increasing importance of digital for the brand.

She concluded: “From a marketing campaign point of view, we are working with our agencies at the moment to develop our marketing campaign for next year. It will be a broad campaign, where we’ve acknowledged the role of social and digital as a key channel for us and for consumers.”

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