How we helped Kellogg’s add a splash of pink to breakfast.

The Brief 

Britain’s favourite cereal brand Kellogg’s came to us to help drive fame for the launch of their Strawberry and White Choc Coco Pops – a product that promises to add a splash of colour to breakfast by turning the milk pink.  

Kellogg’s was after a fun campaign moment plus a hard-working and creative press office.

The aim was to generate mass awareness and drive sales, as well as reiterate the brand’s important lower sugar messaging. 

Execution  

To hero the product’s USP, pink needed to be at the heart of our creative. The arrival of lockdown 3.0 in January meant we had to be agile and devise a campaign that could be activated under stricter social distancing conditions. 

Introducing ‘Splash of Pink’, a celebrity led influencer activation to help bring colour and joy to breakfast. 

We worked with a range of influencers and celebrities, challenging them to add a #SplashofPink to their breakfast routines. The campaign creative brought our key theme to life, whilst having the benefit of being activated entirely from our influencers’ homes. 

We engaged reality TV star Billie Faiers as the lead talent for the campaign, giving her kitchen an over the top, bright pink makeover. With her TOWIE credentials and love of all things pink and glam, Billie was the perfect choice to kick off our campaign.

Next on the list was Peter Andre who delighted his daughter by filling their kitchen with pink balloons one morning before school. Our celebrity social posts were picked up by media, including the Sun and the Mirror, and generated 83.2k engagements (even getting a social thumbs up from the GC herself – Gemma Collins!) 

We also challenged a range of creative influencers to put their own spin on our #SplashofPink theme; from dying their hair pink to setting a beautiful pink breakfast table for their family.  

The Result 

Billie and Peter’s social posts generated 20+ pieces of coverage, including on the Sun and the Mirror. 

Our product announcement achieved 110 hits, including 18 nationals including Metro, The Sun, Daily Mirror, Good Housekeeping, Tyla and Heat World. 

Ladbible also posted the announcement on their Instagram, which has a reach of over 10.5M followers. Media including Daily Mirror Money, Tyla and Good Housekeeping also posted about the product launch. 

Over 15 influencers posted about their hampers, generating an OTS of 2 million.