2014 Winners & Shortlists

The Brief

In the Middle East, breakfast is not like it is in Western countries – cereals aren’t usually part of the meal. In fact, it’s quite an alien concept, although brands like Kellogg’s have been here for years. Which means that communication methods haven’t been placing cereal in top of mind. Also, cereals aren’t seen as neither healthy nor flexible.

Describe how the promotion developed from concept to implementation

Corn Flakes’ health aspect and flexibility (what can be put on top of the flakes – foods people like eating for breakfast such as dates, nuts, honey, various milks, etc) was one claim we could communicate – to reinforce the message of making Kellogg’s part of your healthy breakfast routine.

Describe the success of the promotion with both client and consumer including some quantifiable results

The brand awareness expended and accentuated across the region, resulting in 34% increase in sales. And engagement of consumers rose on social media platforms.

Explain why the method of promotion was most relevant to the product or service

So as part of the region-wide Kellogg’s Healthy Corn Flakes Versatility campaign, under the theme: ‘How will you make them today?’–we chose to celebrate Kellogg’s Corn Flakes in the best and biggest way we could: by breaking world records. Not one, but three. On April 26, 2013, we attempted to break ‘The Longest Table’, ‘The Largest Cereal Breakfast Attendance’ and ‘The Largest Cereal Box’ Guinness World Records. And we succeeded. 1,354 people had breakfast on a 301 meter-long interlocking table. And standing at 4m X 2.84m and 1.11m deep, the world’s largest cereal box was also created–a new Guinness category.