Kellogg’s is launching a major experiential campaign to promote the official tie-up between its Rice Krispies Squares brand for Red Nose Day 2011.
In a first for the company, Kellogg’s’ campaign will see mobile interactive Rice Krispies Squares vending machines tour the top university campuses in Britain.
Students will be able to have their picture taken by the vending machines, which will be morphed into a smiley face and a Rice Krispies Squares dispensed as a reward. The activity is designed to convey the campaign’s creative theme – helping people turn their quizzical “Hmmmmm???” into a satisfied “Mmmmmm!!!” as they enjoy Rice Krispies Squares.
The programme has been developed by Kellogg agencies CMW and TRO. It is part of a wider £1m marketing campaign which includes outdoor advertising and digital activity, and will promote the Red Nose Day partnership. In another first for the company, the digital content generated by the interactive vending machines will subsequently be used in the online advertising campaign.
The partnership will raise £500,000 for the charity as Kellogg’s pledges to give Comic Relief 3p for every bar of Rice Krispies Squares sold in the UK between January and March. Red Nose Day messaging will start to appear on all Rice Krispies Squares packs from this month.
The cereal and snack giant has also created a special limited edition Red Nose Day Rice Krispies Squares bar which goes on sale this month until Red Nose Day this Friday.
Kellogg’s’ consumer promotions and digital controller Sam Blunt said: “We’re really proud to be able to do something for Comic Relief. The charity does fantastic work here in the UK and Africa. This promotion allows our shoppers to support this great cause by simply buying the food they love.”
Related stories:
Comic Relief tracks marketing blitz
ASA censures Kellogg’s promotion
