Kellogg South Africa has received the prestigious W.K. Kellogg global values award for applying best practice in contributing to business success for the launch of their new product, Kellogg’s Corn Flakes Instant Porridge. In just six short months from launch, the company’s newest offering has received significant share within the cereal market.
This marketing excellence award celebrates the team’s approach in applying top performing Kellogg values and is judged across the Asia Pacific regions by a panel of judges including: Area President and Vice Presidents of each of the relevant disciplines; Marketing, Sales, Research and Technology and HR.
Under the leadership of the South African Marketing Director, Jesper-Lund Jacobsen, Kellogg and JWT South Africa worked seamlessly together to deliver the project; product; distribution and marketing mix in record time.
Consumers adore their new porridge from their favorite cereal brand which has been the most successful Kellogg product launch in South Africa in many years.
Kellogg has been the dominant market leader with + 40% share in the ready-to-eat breakfast cereal category for over 75 years. Yet, during the cold winter months, some consumers were switching to traditional hot porridges.
Kellogg identified a marketing opportunity they needed to pursue and so a stirring idea was born…. To give consumers a new way to start their day with Kellogg’s Corn Flakes Instant Porridge.
Kellogg tasked their partner, JWT, to create an exciting, fresh launch campaign. The agency's Worldmade integrated campaign combined the goodness of porridge with the much-loved Kellogg’s Corn Flakes taste, to deliver a communication-based business solution that brought the brand idea to life.
The “Stir it up” campaign gained credibility with the Corn Flakes core target market in a distinctive and memorable way thus entrenching emotional connections associated with the brand’s positioning of simple goodness that brings families together.
"At Kellogg, we believe that enriching and delighting our consumers through foods and brands that matter is vital to business success and growth. The collaborated effort given by Kellogg and JWT is testimony to this belief and to the success of this project," says Manish Sharma Kellogg’s Marketing Category Manager.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kraft, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea.