Carat and Kellogg’s

‘Give a Child a Breakfast’

Executive Summary Carat and Kellogg’s launched a call to arms against childhood poverty with ‘Give a Child a Breakfast’, donating two million breakfasts to less fortunate children in the UK; Kellogg’s biggest CSR initiative. Carat devised a cross-title multi-media partnership with Trinity Mirror Solutions (previously the National Advertising Sales Agency), involving the Daily Mirror, Daily Record and Manchester Evening News, to deliver a local, credible, campaigning rally cry against child hunger, raise awareness of Kellogg’s Breakfast Clubs, and encourage participation to deliver Kellogg’s two million donation target. The campaign was a monumental success – two million breakfasts donated, 280,000 social engagements and a value share increase of 0.25ppts.

Background & Objectives Kellogg’s business objective was to strengthen its masterbrand communication; the brand needed to soar to the high ground amid the cereal category losing share to new breakfast alternatives. From a marketing perspective Kellogg’s needed to build integrity and trust; this meant placing Kellogg’s at the beating heart of the community, addressing the issues that really matter to people. We set out with ambitious aims: to generate two million breakfast donations, raise awareness of child poverty in the UK and establish the importance of breakfast to children’s wellbeing. We also needed to improve perceptions of Kellogg’s integrity and reverse the sales decline. Newsbrands, with their campaigning heritage, were the best medium to generate this call to arms against child poverty in the UK. We also knew that brand endorsement is crucial in prompting action among our ‘mums’ target audience; they buy brands endorsed by influencers such as leading newspapers, indexing at 165 (CCS). Insight

We needed to walk the walk, not simply talk the talk with our ‘Give a Child a Breakfast’ campaign. It was not good enough to just talk ‘at’ consumers about the good work Kellogg’s was doing; the initiative had to resonate. We knew from Flamingo research that mums respond most favourably to initiatives that enable them to have an active role. Our three step approach was:

• Raise awareness of child hunger in the UK and the positive work Kellogg’s is doing to help solve the problem

• Actively engage our audience to participate in the campaign • Celebrate success of getting breakfasts to children in most need

We deployed a partnership strategy to ensure people became emotionally and actively engaged with the campaign; a participatory campaign rather than traditional ‘push’ advertising would be a much more successful way to drive perception and behavioural change. NASA performed strongly against our ‘mums’ target audience. Being able to tap into regional papers was also a strong factor - our research suggested mums would engage better with the campaign if they could see its relevance to their local area. Our NASA newspapers also had a rich heritage in campaigning for issues (e.g. the Daily Mirror’s ‘Protect our Workers’ and ‘Pride of Britain Awards’) and child hunger and food poverty were already top of the titles’ news agenda.

The Plan

The NASA partnership would mobilise trusted press partners to give the campaign strong publicity, credibility and campaigning zeal and momentum, thus inspiring mums to take action and ‘Give a Child a Breakfast’. NASA became true partners and wove Kellogg’s into the fabric of the titles. The editor of the Manchester Evening News, Eamonn O’Neil, was so passionate about the campaign he worked on it personally in place of the usual commercial team. The partnership included a mix of advertorial and editorial support, such as front page splashes and editorial half pages supporting the cause. The campaign was shaped around editorial written by trusted consumer champion Ruki Sayid in the Mirror and Daily Record, plus MEN journalist Amy Glendinning (and editor Eamonn O’Neil) who got readers engaged in the cause and talking about the campaign. The eight week campaign launched with stage one - highlighting the issue. An editorial launch focused on the alarming state of child poverty and hunger in the UK, along with information on how Kellogg’s help families. This was followed by stages two and three - getting consumers actively participating in the cause and celebrating success. Commercially-funded editorial columns looked at the Kellogg’s Breakfast Clubs; their history, their role in the community, and emphasised how ‘you the reader’ could get involved. We had an ‘always on’ strategy with regular features running throughout the campaign across all the newspaper touchpoints in paper, digital and social, maintaining the momentum. Together with hard-hitting statistics, the newspapers brought to life the human face of hunger in the classroom by featuring positive case studies of the schools that have Kellogg’s Breakfast Clubs. Photographers were sent into Breakfast Club schools in Manchester, with these images showcased in The MEN and the Daily Record. Teachers,

parents and children shared their real-life success stories of how Breakfast Clubs have helped them. We also used the newspapers’ digital and social media channels to amplify the partnership across platforms. It was NASA’s biggest ever social media campaign and the first time they had used Blippar to drive people directly from the newspaper content to engage online. Results

We exceeded our objectives, with positive changes in the perception of Kellogg’s and an outstanding sales boost. NASA press partnership results (pre versus post): * Awareness of the GACAB campaign increased from 20% to 64% (+220%). * ‘Kellogg’s makes contributions to social / community programmes - responses moved from 31% to 49% (+58%). * +50% think more positively about Kellogg’s and 40% would consider purchasing as a result. * We achieved 5,854 (+134%) social interactions donations vs target of 2,500. Overall campaign results: * Over two million breakfasts donated. * 337,859 social interactions = 337,859 breakfasts donated versus a target of 130,000 (+160%) * Value share increase of 0.25% * Brand equity – perception of Kellogg’s caring about the community increased by 3%. * Sales increase - 140% greater than the whole cereal category.

Client View

Angela Reay, marketing director, Kellogg Adult Brands: “It was critical that our Give a Child a Breakfast media partners reinforced our goal of driving maximum awareness of the issue and consumer participation. Overall, the collaboration was an amazing success, helping raise nationwide awareness of the issue whilst also playing a key role in helping us achieve our target of donating two million breakfasts to UK breakfast clubs.” Ruki Sayid, consumer editor: “The campaign hit a nerve with our readers… The timing was perfect as food poverty has been at the top of the news agenda since launch… Kellogg's is a brand which our readers know and trust which is why it was easy for them to get involved… Kellogg's’ Give a Child a Breakfast campaign and the Daily Mirror were a perfect match."