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Kellogg's Frosted Flakes: Tony The Tiger – From cereal salesman to activist

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Cereal brand Kellogg's Frosted Flakes grew sales and household penetration in the US by reimagining its Tony the Tiger brand asset as an activist on a fundraising mission for school sports programmes.

Kellogg Co (Food)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, Inaan Budhiraja, WARC Awards, Entrant, Effective Content Strategy, 2020

Cereal brand Nestlé Fitness reversed declining sales in Lebanon with an unconventional influencer campaign.

Otees: Mobile Game

Rankings • WARC Media 100, 2020

Otees, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.

Cheerios: Hacking Prime Day

Rankings • WARC Media 100, 2020

Cheerios, the cereal brand, increased sales on Amazon Prime Day in the US by creating a promotion that infiltrated Amazon algorithms.

Breakfast cereals in Western Europe

Article • Euromonitor Strategy Briefings, February 2020

A regional overview of breakfast cereals in Western Europe, including forecast projections and country snapshots.

Kellogg's X Love Island

Case Study • IMC Awards (European), Silver, Social media and influencer programs and Product Launch/Relaunch/Trial campaign, 2019

Kellogg's, a cereal brand, launched a partnership with TV series Love Island in the UK to connect with millennials and encourage purchases.

Honey Nut Cheerios: Hacking Prime Day

Case Study • MMA Smarties, Silver, North America, 2019

Cereal brand Honey Nut Cheerios created an Amazon Prime giveaway to make it the top recommendation on Alexa and secure its voice commerce future.

Quaker Oats: Insight to Impact

Case Study • MMA Smarties, Gold, India, 2019

Quaker Oats, the breakfast food brand, increased purchase intent in India by launching a branded cooking show featuring famous Indian chef Vikas Khanna.

Kellogg's Corn Flakes: Make Your Kellogg's Bowl

Case Study • MMA Smarties, Finalist, India, 2019

Kellogg's Corn Flakes, a cereal brand, increased awareness and purchase intent in India by launching new flavours of its cereal and a promotional campaign to show consumers that they're made with real Indian ingredients.

Otees Mobile Game

Case Study • MMA Smarties, Best in Show, EMEA, 2019

OTEES, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.

Quaker: Kitchen Khanna Konversations with Quaker

Case Study • Emvies, Bronze, 2019

Quaker Oats, the breakfast food brand, increased purchase intent in India by launching a branded cooking show featuring famous Indian chef Vikas Khanna.

Kellogg: Gut Bacteria Zoo

Case Study • SABRE Awards, Asia-Pacific, Publicity Stunt, Gold, 2019

Kellogg's, the cereal brand, created a bacteria zoo to reach people across Australia and New Zealand and increase sales of its cereal.

Cheerios: Moments of Good

Case Study • Effies (North America), Bronze, North American Effies, 2019

Cheerios, a cereal brand, increased sales among US consumers in Walmart by launching in-store demos and surprises for customers to enjoy.

Cheerios: One Million Acts of Good

Case Study • Effies (North America), Bronze, North American Effies, 2019

Cheerios, a brand of cereal, partnered with The Ellen DeGeneres Show in the US to encourage one million acts of good to increase relevance and brand love, in turn promoting sales uplifts.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

Cascadian Farm: Good from the ground up

Case Study • Effies (North America), Finalist, North American Effies, 2019

Cascadian Farm, an organic food brand, increased sales among organic shoppers in the US by creating an in-store campaign that promoted the importance of soil health.

How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

The world's best food campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which food campaigns, along with the agencies that have worked on food campaigns, have performed best over the past year.

Quaker: Overnight Oats

Case Study • Larah Lee, WARC Awards, Entrant, Effective Social Strategy, 2019

Oats brand Quaker used a multi-channel social strategy to help update its image for millennials in the Philippines.

Weetabix: A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Rankings • WARC Effective 100, 2019

Weetabix, a cereal brand, reinvented its distinctive advertising claim 'Have you had your Weetabix?' that had not been used in the UK since 2010.

Quaker Oats: Demonstrating the power of the Oat

Case Study • YouTube Works for Brands, UK, Winner, 2019

Quaker Oats, the breakfast food brand, reinvigorated its brand to make oats the breakfast of choice for people in the UK.

PepsiCo finds Latin American brand purpose with nutritional Quaker Oats

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, October 2018

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Kellogg's Muesli: India's first food gym

Case Study • Preeti Mascarenhas, Aditi Dalal, WARC Awards for Asian Strategy, Entrant, 2018

Cereal brand Kellogg's Muesli used an app-based campaign in India to drive trial and gain top-of-mind status in the cereal category.

What we know about brand launches

Article • WARC Best Practice, May 2021

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.