The challenge
Kellogg’s wanted to inspire people to get creative at breakfast time – both with its own cereal products, and with Alpro. Our challenge was to show Good Food’s audience that Kellogg’s and Alpro make for the ultimate versatile, customisable – and delicious – combination to start the day.
Objectives
- Increase awareness and consideration of Kellogg’s (alongside Alpro) among the Good Food audience
- Showcase the taste and versatility of Kellogg’s and Alpro products with Good Food’s brand touchpoints
Deliverables
We complemented Good Food’s expertise with dynamic, popular foodie influencers to create a fun, engaging multi-platform partnership that showcased a wealth of flavour combinations. The campaign included…
- 6x recipe video and stills featuring The Great British Bake Off’s Lottie Bedlow and Chigs Parmar
- Further influencer ‘flavour combination’ video featuring Poppy O’Toole
- 9x breakfast inspiration TikTok videos by Good Food’s editorial contributors
- Digital hub featuring recipes, videos, and a competition
- Digital and social amplification of all content
- Social polls on Good Food’s channels
- Print content in Good Food magazine
- Ad spots within the Good Food podcast
- Meta Brand Lift research
- Usage rights
Campaign performance
27m
social reach
128% of KPI
1.8m
Social poll reach
164% of KPI
1.8m
digital display impressions
100% of KPI
111k
microsite pageviews
104% KPI
13k
Competition entries
69%
View-thru rate on TikTok
8.3%
CTR from hub to client site
“The shoot was really successful – Chigs and Lottie had really good chemistry and were great at presenting their delicious recipes in an engaging, enjoyable way. These videos were also shot in a 4k multi-camera setup, giving us flexibility in post-editing for multiple edits.”
– Ken Del Rosario, Video Editor, Imagine
“We ensured the video content reflected the latest trends, reacted to current occasions and used in-season produce, to maximise relevance and drive immediate consideration for Kellogg’s and Alpro.”
– Lucy Hughes, Senior Client Services Manager
Research
99%
add recall
Meta
59%
likely to consider purchase
Meta
Campaign outcomes
- A successful multi-platform partnership that leveraged Good Food’s brand trust and engaged the foodie audience with expert content and innovative ideas
- High engagement and reach across all campaign elements
- Optimisations and continuous improvements throughout the campaign
Further case studies
Check out more of our great work