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Kellogg's Muesli creates a sensorial delight of enjoying the breakfast cereal

Designed and conceptualised by JWT, Kellogg's Muesli has rolled out a print campaign that has been designed to appear like an Instagram post

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Kellogg's Muesli creates a sensorial delight of enjoying the breakfast cereal

Kellogg's Muesli creates a sensorial delight of enjoying the breakfast cereal

Designed and conceptualised by JWT, Kellogg's Muesli has rolled out a print campaign that has been designed to appear like an Instagram post

BestMediaInfo Bureau | Mumbai | July 29, 2015

Kelloggs-Muesli-Fruit-Magic-Print-Ad

Kellogg has taken the print route to promote its Muesli breakfast cereal brand. The print campaign for Kellogg's Muesli has been designed to appear like an Instagram post. The campaign has been designed and conceptualised by JWT.

Through this innovative ad, the brand endeavours to go beyond merely showing the food and bringing alive the experience of the sensorial journey that this tasty breakfast offering takes the consumer on. In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers.

Instagram is very popular in India, particularly the youth, as it adopts a communication mode which is more visual and less text. This feature is what makes it intriguing and fits well with Kellogg's Muesli, which aims to demystify its offering through delightful food shots that connote sensorial delight and refinement.

Through the new innovative design, the print ad aims to bring alive the product and give consumers the real 'taste experience' of Kellogg's Muesli. The brand roped in renowned international food photographer Stephen Clarke to bring to life the sensorial delight of enjoying the food. The shots are meant to highlight the appetising features of the product and draw consumer reaction of desire to experience the multi-textured taste of the food.

Harpreet Singh Tibb Harpreet Singh Tibb

Speaking at the launch of the campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Kellogg's Muesli is a multi-grain multi-textured breakfast that is a unique food experience in itself. Through the new campaign of Kellogg's Muesli, we are attempting to take consumers on a sensorial journey that will demystify our Muesli food and the consumers will enjoy. The ad which imbibes the look and feel of an Instagram post raises interest levels with its appealing food shots. It captures the varied textures and flavours of the food, making it visually delightful and tempting to consumers.”

“A big part of the campaign is sampling to induce trials. In this regard, Kellogg's Muesli has kicked off an on-ground sampling exercise, where the plan is to do 1 million samples. In a bid to bring alive the campaign and demystify the food for shoppers at the point of sales in stores, the brand has partnered with Blippar, the augmented reality platform. This augmented reality campaign is a first of its kind in the FMCG space in India. Through this campaign, we aim to communicate the core proposition of Kellogg's Muesli being the tastiest breakfast option for young working adults,” he added.

Karan Shrikent, Creative Director, JWT, remarked, “We live in a time where sharing an experience is as important as enjoying the experience. And when it comes to food, social media is abuzz with pictures and hashtags of good food preparation and presentation. We used this behavioural pattern of our TG, and wove it into our communication for Kellogg's Muesli.”

In-store breakfast ambassadors in 140 modern trade stores will be helping shoppers experience the augmented reality game using mobile.

The Print AD:

Kelloggs-Muesli-Fruit-Magic-Print-Ad1

Kelloggs-Muesli-Fruit-Magic-Print-Ad2

Credits:

Creative:

Nandita Chalam, Executive Creative Director

Karan Shrikent, Creative Director

Vijay Solanki, Creative Director

Account Management:

Samarth Shrivastava, Executive Business Director

Rahul Chandwani, Client Services Director

Shambhavi Mishra, Account Director

Sankalp Hoskote, Senior Account Executive

Account Planning:

Shaziya Khan, Executive Planning Director

Nilesh Fatnaney, Account Planning Manager

Info@bestmediainfo.com

Info@BestMediaInfo.com

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