Fast tracked urbanization and shifting lifestyles meant both parents and children alike were experiencing their daily routines dramatically. This was true to all walks in their lives including the day to day decisions like food preferences. Kellogs identified a key tension point within this context of high urbanization – parents, particularly mothers were concerned about the nutritional gaps their children were facing because of the fast paced lifestyle. Accessibility and taste are also key elements in the morning breakfast routine, parents look for ease of access while kids look for pleasant taste when making the purchasing decision.

Addressing the main problem of - lack of awareness of Kellogs as a healthy and nutritious solid grain based breakfast was at the forefront of the campaign and thereby communicating purchasing points for the product such as grocery stores.

Over a six month period, the campaign was carried out simultaneously across three radio channels. On weekdays, the mobile snack units (Choon Paan) dispensed mini sample packs twice a day, thus making Kelloggs a breakfast option as well as a late afternoon snack. Every Monday and Friday the Breakfast Booth at WTC dispensed Kelloggs sample packs with condiments such as chocolate milk, yoghurt and fruit, opening the consumer’s eyes to chic and modern pairing options. Radio was used to communicate the brand message to listeners. Mobile hyperlocal was used to share reminders with the corporates.

On radio morning shows hosts endorsed the cereal, trailers were aired throughout the day, weekly live updates from WTC and cart locations shared with the audience, in order to drive them towards the free sample packs being given away.

This made the entire engagement interactive as consumers were targeted through various touch points.