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Time Precious Nutrition Seekers
Kellogg’s launched an all-digital user-generated content campaign ‘#PassTheBowl’ to exhort consumers to start their day with a bowl of breakfast even.
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Health and nutrition were steadily gaining traction among Indian consumers for the last few years. The Covid year propelled this demand to front and centre. For packaged good companies, the logistical challenges of the year hence came with clear opportunities. Kellogg’s was among the companies in India that kept the conversation with the consumers going, ensuring its presence on media where the consumers were, and in formats with brought its brand proposition relevantly to a nation in lockdown.
The company globally, has had history of marketing in the worst of economic scenarios, bringing to life the approach of ‘cut back, don’t cut out’. With its brands such as Corn Flakes, Special K, Chocos, Oats, Muesli and so on, according to Sumit Mathur, Chief Marketing Officer, Kellogg’s, the company’s effort in the year was to keep its “offerings authentic and provide real solutions for its consumers”. The strategy put Mathur among India’s Top 50 Marketers 2021.
‘Bowl of Breakfast’ Message
In the middle of the lockdown, Kellogg’s launched an all-digital user-generated content campaign ‘#PassTheBowl’ to exhort consumers to start their day with a bowl of breakfast even. As work-from- home became the norm, consumers’ schedules evolved quickly, becoming busier, putting pressure on mealtimes.
This further solidified the definition of the Kellogg consumer as ‘time precious nutrition seekers’. “If you have busy mornings, but you are seeking nutrition, then cereal is the best place to be. And we saw that all through 2020. When the real need for convenience came, people were at home, recipes were being looked at, but nutrition was critical. The onus was on us to ensure that we were present to cater to this demand,” explains Mathur.
With ‘#PassTheBowl’ campaign, Kellogg’s used ‘content’ to deliver the message that consumers should avoid skipping breakfast which is in line with the brand’s purpose of ‘Nourishing India’s Potential’. Videos of users were about passing their bowl of Kellogg’s cereals to their loved ones, finding a light-hearted way to communicate the message.
Health, Immunity in Focus
Mathur reminds that in the Covid year, the need for health, immunity and nutrition had significantly jumped up. “I believe that is going to continue and pivot. The appreciation for packaged food at home, which we saw across categories, grew tremendously. It will stabilise to some level, but it will settle at a higher trajectory versus what it was,” he says.
For the category’s development, it is now about how marketers and businesses leverage this trend, while offering the right solutions for consumers. “However, as long as you are clear on who your core audience is, like we are, everyone will do well,” reiterates Mathur.
On being named a top marketing leader in India, he states, “I accept this award with humility. I remember a Winston Churchill quote that ‘never let a good crisis go to waste’.
I feel particularly proud, especially from the team at Kellogg that 2020 was a tough year but everyone put in their best efforts. What better way for this to get noticed than accolades such as these.”