Kellogg’s is gearing up for a raft of promotional and new product activity in spring and summer to drive growth from the Rio 2016 Olympics.
The cereal giant this week announced that it was as an official Team GB partner for next year’s Games. The partnership means Kellogg’s will have Team GB marketing rights across its brands – including cereals, snacks and Pringles – from now until the end of 2016.
From April until next June, Kellogg’s is offering five consumers a prize worth £15,000 via an easy text-to-win mechanic. The Win Tickets to Rio flash will be emblazoned on 38 million packs, including 40g price-marked cans of Pringles (the first big promotion for the 40g can) and single snacks (PMP and non-PMP) such as Nutri-Grain, Coco Pops bars and Squares.
Former and current Team GB athletes have been chosen as ambassadors for the campaign, and their identities will be revealed early next year.
The NPD includes Ancient Legends – a brand new range of granolas, mueslis and cereals – to be launched in January. Kellogg’s says it has a war chest of £7.5m for above-the-line spend, with TV, outdoor and digital advertising, as well as PR and social media support and PoS activation.
The new Ancient Legends brand takes its name from the ancient grains such as spelt, rye and quinoa that make up the products. The varieties are: Ancient Legends Muesli; Granola; and Cereal.
Ancient Legends marketing manager Ruth Gresty says: “A number of companies have released products containing Ancient Grains, but they tend to be niche offerings which complicate the fixture. People often hear about chia or rye, but then they’re shocked by the cost: we’re presenting the consumer with a great value set of products that they can purchase in the knowledge that they’ll have the taste that Kellogg’s can provide.”
The company is also launching two new premium snack bars into the fruit and granola segment following successful consumer taste tests.
Some 1.5 million of the new products – Nutty Chewy Bar; and 5 Grain Muesli Bar – will be given away following the January launch in an extensive month-long shopper sampling exercise, taking in train stations as well as online and street giveaways.
Kellogg’s is backing the products with a £2m launch plan including press advertising and shopper marketing.
Nick Dawson, Kellogg’s sales director for specialty channels, said: “We’re launching our biggest brand – the Kellogg’s Masterbrand – into fruit and granola snacks, and we expect to grow the category significantly.
“This segment has the lowest penetration among families of any cereal snacks sector, but Kellogg’s has family appeal in spades. Conversely, over six out of ten Kellogg’s cereal bar shoppers don’t currently buy into the fruit and granola segment. This is an obvious opportunity to add incremental sales to both the category and to Kellogg’s snacks business. These bars give shoppers an accessible route into the category that will help them to feel good about looking after their holistic health.”
Both bars will have a single-bar RRP of 69p.