Pop-Tarts Gone Nutty! leaves fans just that

July 2, 2013

Kellogg’s Pop-Tarts have always been a staple in the cupboards of kids and adults alike. With flavors like frosted strawberry, s’mores, and brown sugar cinnamon, Pop-Tarts managed to revolutionize the breakfast pastry market offering consumers a sweet, savory treat without trekking to a café. With Pop Tarts Gone Nutty!, Kellogg’s managed to capture the hearts of moms who want to send their kids off with a hot breakfast and the appetites of kids with two  new yummy flavors: peanut butter and frosted chocolate peanut butter.

“Peanut butter has long been the most requested flavor by our fans,” said Dick Podiak, director of marketing for Pop-Tarts. “We think everyone will agree it was worth the wait once they taste these delicious new varieties.”

Read more at the Schneider Associates blog.

 


Kellogg’s Crunchy Nut Cereal Launch Targets Males, Uses QR Codes to Spur Engagement

July 28, 2011

One of the products we’re tracking for MMNPL is a recent 2011 U.S. launch, although it has already established popularity among consumers abroad in Europe.

After years of success in the UK, Kellogg’s rolled out their Crunchy Nut Cereal in the U.S. in late January. Kellogg’s is targeting a young male adult audience by sending the message that cereal isn’t just for breakfast. The campaign slogan, “It’s morning somewhere,” a play off it’s 5:00 somewhere, is an unusual approach for a product category traditionally aimed at either kids or health-conscious adults.

The official launch was hosted at a 24-hour event, centered on a six-story tall cuckoo clock, which aimed to make the Guinness Book of World Records. Every hour of the day-long launch, the gigantic clock would chime, and actor Brad Norman would emerge, offering comedic performances dressed as a character from a location where it was currently morning. Celebrity entertainer Nick Cannon kicked off the event at Hollywood and Highlander Center in Los Angeles, energizing the crowd with a countdown to the first chime.

               Clock   Nickcannon

 Live video streams of the performances were available on the Crunchy Nut Facebook page, keeping fans in the loop. Additionally, there were opportunities to sample the cereal and interact with Brad Norman.

Keeping in mind the rising trend of brand engagement via mobile, Kellogg’s partnered with Augme Technologies, one of the leading services in the interactive media market. Augme launched a program that offered QR codes and SMS keywords printed on the backs of the cereal boxes.  The codes recognize the user’s location and local time, and use this information to direct them to a mobile page offering one of 13 different videos of morning in a foreign location. By scanning at different times of the day, consumers experience different videos, all reinforcing the message, “It’s morning somewhere.”

The QR campaign was targeted specifically to single males between the ages of 18 and 35, who were mostly college students. The goal was to use the QR code to intrigue this market, who are computer literate and enjoy electronic games.

The mobile campaign drove more than 40,000 QR scans and 60,000 texts during its promotional period, resulting in 38,000 videos played and 50,000 page views. It seems surprising that QR scans would outnumber keyword texts, but the effectiveness of QR scans makes sense in realm of cereal promotions – where consumers used to spend time reading the backs of cereal boxes, now they can now use a simple barcode as they leisurely eat their breakfast.

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.


Eggo brand takes first bite at bakery products

September 2, 2008

By Joan Holleran
Mintel Reports

Historically, stand-alone bakeries have felt the biggest threat from in-store bakeries, which have proven dynamic in launching artisanal breads, specialty desserts and the like. In-store bakeries have also competed with the bread aisle for consumer attention, more for affordability and shear volume. While those three entities weren’t looking, the freezer case has entered the fray with some modest copycat innovation: Frozen muffin tops under Kellogg’s Eggo brand.

Eggo Bake Shop’s Mini Muffin Tops, in Blueberry, Chocolate Chip, and Swirls Strawberry varieties, are a clever move that addresses the simple desire of many consumers to eat the “choice” part of the baked good, but in a manner more akin to the bread aisle. Consumers can purchase a box of 32 mini muffin tops and, because they are frozen, not worry about spoilage.

Fortunately for Kellogg, muffins and muffin tops are also enjoyed throughout the day, extending the Kellogg brand beyond the breakfast daypart, which is a great strategy for long-term growth. Even the Eggo Bake Shop moniker opens the brand up to more offerings, such as scones or sweat breads.

Unless there’s a huge campaign behind Muffin Tops, initial consumers will be those who already enjoy Eggo waffles or pancakes; perhaps a cross promotion, or free sample inside existing Eggo products would create a lot of buzz for the muffin tops. Kellogg could do well to position in-store promotions in the bread aisle or in-store bakery area to lure consumers to the freezer case for Mini Muffin Tops.

For more information, please contact:
Joan Holleran
jholleran@mintel.com
312/450-6248