Kellogg's: Cereal Straws "Dip! Sip & Munch!" Mobile Tour
Client: Kellogg's | Agency: PromoWorks | Role: Creative Director | Award: Top 10 Campaign – PROMO 100
Challenge
When launching Cereal Straws, Kellogg’s latest kid-focused breakfast innovation, the brand asked us to develop an experiential mobile tour designed to drive trial of this new fun product. Reaching high volumes of children with their parents both in and out of store was our key objective.
Strategy / Solution
The Kellogg’s Cereal Straws “Dip! Sip! and Munch!” Mobile Tour took local New York, Chicago and South Carolina “hot spot” festivals by storm. Mobile samplers with Kellogg’s branded backpack milk dispensers roamed the streets, parks, and beaches at the New York Street Festival, Chicago Air and Water Show, and the South Carolina State Fair offering Cereal Straws samples along with a cup of milk to attendees.
Results
New York
- 71,712 samples distributed at street festivals
- 17,544 samples distributed in retail stores
- An average of 32.5 units sold per store front
- Generated over 500,000 impressions
Chicago
- 91,248 samples distributed at the Air & Water Show
- 23,883 samples distributed in retail stores
- An average of 34 units sold per store front
- Generated over 2,000,000 impressions
South Carolina
- 203,917 samples distributed at the State Fair
- 30,474 samples distributed in retail stores
- An average of 72.7 units sold per store front
- Generated over 3,000,000 impressions