Kellogg's readies cereal trolley stunt
Kellogg's aims to build anticipation ahead of the launch if its new white chocolate-flavoured Krave cereal, with a prize giveaway on Facebook.
The campaign, created by Glue Isobar and Carat, is centred on a Facebook game that gets fans to guess how far boxes of the new cereal will fly when a real shopping trolley containing them is launched from a ramp. The campaign will be supported by Facebook ads.
The person who guesses the correct distance the furthest box lands will win a range of prizes, including an iPad, the cereal, and Krave-branded goods. The game launches today (18 September) on Krave’s Facebook Page.
The trolley will fly on 8 October. The activity will be streamed on the Krave Facebook Page and promoted via a YouTube masthead ad, with a countdown from midnight on the day.
Kellogg has come under fire in the past over its marketing of Krave on Facebook, from healthy eating groups who claim it targets children.
In February, the Advertising Standards Authority (ASA) rejected a one such complaint made by The Alliance for Better Food & Farming, about the Krave Krusader Facebook game.
This article was first published on campaignlive.co.uk
- Pringles to sponsor peak-time films on Channel 5
- Ryanair 'cash passport' press ad is grounded
- Kellogg boss departs as food giant kicks off global rebrand
- Kellogg's to sponsor breakfast on Boomerang
- Kellogg's Krave Facebook game escapes 'unhealthy eating' complaint
- Junk food 'super complaint' puts Krave, Nesquik and Cadbury's Buttons in firing line
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Brand Strategist - Maternity Cover at Trends, Innovation & Brand Strategy Consultancy Emma & Rachael & You £35 - £40k pro rata, Central London
- Marketing Manager Michael Page Digital GBP35000 - GBP40000 per annum, Reading
- Digital Analyst Michael Page Digital GBP25000 - GBP30000 per annum, Manchester