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Kellogg's
Kellogg's Walmart Back-to-School Program

RAN IN: United States, Canada

CLIENT
The Kellogg Company

AGENCY
The Integer Group *Lead Agency

Paul Bayne - Assoc. Copywriter
Mark Chamberlain - Director, Production TechnologyTodd Hossfeld - Group Acct. Director
Katherine Morgan - Acct. Executive
Matt Silvestri - Assoc. Acct. Director
Tazzia Strausser - Acct. Director


SUMMARY

In 2010, the United States was in the middle of a deep recession that impacted manufacturers, retailers, and shoppers alike. The Kellogg Company experienced one of its toughest back-to-school (BTS) seasons ever and, worth $22 billion,1 losing at BTS meant losing the year. Competition was fierce, but rival brands were thriving because of their longstanding school-giving programs that tapped in to Mom's desire to further her kids' education.

CASE VIDEO


Hero Medium: Packaging

Medium Featured On Video: Interactive, Print, Packaging, Product Design, Shopper Involvement

Audience: Mothers

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English