Client: Kellogg's | Agency: PromoWorks | Role: Creative Director | Award: Top 10 Campaign – PROMO 100
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.
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.