CASE STUDY: Kelloggs invite families to take part in theBig Bake

Provided by ITV
ITV joined with Kellogg's to help promote their Big Bake campaign, with the key aim of encouraging families to bake together.
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What was the Challenge / Background of the Campaign?

Kellogg's wanted to demonstrate to their target audience of families the fun they can have, baking with their products... & invite them to take part. They challenged ITV to get behind their baking promotion, with the aim of getting consumers to spend time with their Rice Krispies cereal. Whilst 'baking as a family' & 'having fun' are compelling messages in their own right, ITV wanted to go further. The chance for families to star in a TV ad is even more compelling; everyone is proud of their families & wants to show off about the fun they have together.

What was the Campaign Objective?

ITV teamed up with Kellogg's to help promote their Big Bake campaign and build awareness of their brand with the key aim of encouraging families to bake together.

What was the Solution?

A TV ad announced the promotion and drove viewers to ITV's interactive service & website for further info about how to enter and what to bake. The call-to-enter was also made via VOD & display on ITV websites & via Kellogg's packs. The nation gets 'Big Baking'. Broadcasting the nation's best 'Big Bakers'; 3 winning families were filmed and the ad broadcast on ITV1 on Mother's Day during Dancing on Ice: The Final to a huge audience of 6.4m housewives (46.2% sov). Making Mother's Day a 'Big Baking Day'; Kellogg's sponsored the entire Mother's Day schedule on ITV3.

What were the Results?

There was a positive relationship between the number of ITV touchpoints used & the strength of agreement with "it would be fun to bake with Kellogg's cereals". This peaked at 89% for those interacting across 7 platforms.83% of those who interacted with the campaign across 6 or more platforms baked at home with their kids using Kellogg's cereals 67% of those who interacted across all 7 platforms intended to enter Big Bake competition.

What were the Key Learnings of this Campaign?

David Walker, Marketing Operations & Media Controller, Kellogg Marketing & Sales, said of the campaign: "We were very pleased with the results achieved via the Big Bake campaign and the association with ITV provided significant benefit to the initiative, achieving increased levels of consumer awareness and engagement. We were excited by the concepts developed with ITV when we first saw them and our consumers responded above our expectations. We are looking at how we can build on the 2008/09 campaign with ITV with further developments in the future".
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBroadcast to an audience of audience of 6.4m housewives
0 - 9
25 - 34
35 - 44
All adults
Female
ABC1
C2
DE
Main Shopper
Kids HH
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALCSR/COMMUNITY
PUBLIC RELATIONS
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