Tapping into inherent need where a person wants to help others we crafted a strategy.

Shake off your breakfast lethargy and pledge to eat breakfast everyday and Kellogg’s in turn will feed 1 child coming from humble beginning.

A total of 1 Million Breakfast was promised but each breakfast was to be given only after a pledge was taken to eat breakfast everyday!

A multi-media, multi-format strategy crafted to ensure scale with digital at the heart to bring in emotional connect & turn consumers into supporters.

While we used the digital medium as the lead media, we also employed TV, print, on-ground and radio as supporting channels to extend the digital media strategy.

#Feedingdreams had a phenomenal response clocking over 46 pledges every minute.

Thanks to a robust and flawlessly executed plan, #Feedingdreams canter achieved over 200% of what it had set out to deliver.

Initially Kellogg's planned for 1 million but raised the stakes to 2 million after the initiative garnered from 2.2 Million supporters who wanted to make a difference in the nutrition intake of a school going child by pledging to have a healthy & balanced breakfast themselves.