Kellog's child poverty newspaper campaign see's 140% sales increase

Submitted by: Shareena Patel 14/12/2015

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Background

The international food brand Kellog's wanted to build integrity and trust and so launched its biggest CSR initiative to date, with its 'Give a Child a Breakfast' Campaign. The campaign was a call to arms against child poverty, with the aim of donating two million breakfasts to less fortunate children in the UK.

The Case Study

Central to the campaign was a muli-media partnership with Trinity Mirror, including newspapers such as the Mirror, the Manchester Evening and the Daily Record. In each newspaper there was a mix of advertorial and editorial content, raising awarness of child poverty then getting reafers to actively participate in the cause by helping out with local breakfast clubs.

Results

  • The results were impressive, with over two million breakfasts dontated:
  • 40% of readers considered purchasing a Kellog's product
  • 140% sales increase as a result of the campaign
  • Press activity drove 5,854 social interactions, which was +134% above the target
  • Overall, two million breakfasts were donated


 

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