CASE STUDY: Kellogg's accessing Modal Britain's 'tight networks'
Provided by Trinity Mirror
Cutting through the noise and bringing the issue of hungry children to mass market Britain.
What was the Challenge / Background of the Campaign?
Kellogg's has been supporting breakfast clubs for more than 30 years and has set up more than 1,000 of them. Kellogg's needed to build awareness and encourage Britain to participate in supporting these breakfast clubs.
What was the Campaign Objective?
To cut through the noise and bring the issue of hungry children to mass market Britain. Also to spur our readers into action to hit the two million breakfasts donation target set by Kellogg's. Modal Britain believes in a fair start for everybody. And we knew it was this insight that we needed to tap into to make the Kellogg's Breakfast Club campaign connect and cut through.
What was the Solution?
We used our consumer champion Ruki Sayid in the Daily Mirror and Daily Record, and MEN journalist Amy Glendinning to get our readers fired up about the issue. We informed our readers about what Breakfast Clubs actually are, their history and the hugely important role that they play within communities. We wanted to give readers a chance to show their 'tight networks' - that they were behind the campaign and doing something about it. A strong digital and social media component was integral to this, rallying our audience to the cause via Facebook, Twitter and YouTube.
What were the Results?
More than two million breakfasts were donated, of which 338,000 were donated socially -nearly three times the campaign target. Winner of a Newswork Planning Award for Best Use Of Content.
Awareness of the Give A Child A Breakfast campaign increased +220%