Kellogg’s Krave – Case Study

I was recently asked to present a marketing campaign which turned my eye recently.  There are several campaigns around at the moment that have caught my attention.  For example I love the on-going comedic ‘here come the girls’ television adverts for Boots that target middle aged women.

This campaign reaches out to women in a different way than most brands looking to target this demographic, and I think they do it really well. However, Boots on the whole might operate an integrated strategy, but this particular campaign focuses around one communication channel – TV.

I instead, chose the campaign for Kellogg’s Krave.

Why do I admire the Krave campaign?

What I love about the Krave campaign is the multi-channel approach used and the integrated use of different marketing communications methods.  Kellogg’s successfully identified where the target market was ‘hanging out’ and used a combination of traditional and newer (online) marketing techniques to reach consumers.

  • Sampling in universities
  • Sampling at music festivals
  • PR
  • TV ads
  • Mobile app
  • Facebook

The traditional communications were aimed at driving people online to the brands microsite, Facebook page and to the mobile applications. All of the online marketing channels are based on continued involvement. This results in the target market engaging with the product far more than its core function – a food source.

Consumers were invited via traditional mediums to try out different flavours and then ask vote for their favourite via social media platforms.

This is successful for two reason, it encourages people to buy and try the product in the hope that they like it and continue to make purchases in the future; but also because it empowers the consumer to make decisions about the products available to them. Kellogg’s can then continue to produces the most popular product based on mass consumer data.

Kellogg’s are targeting young adults, 16-25, with the Krave product.  This is a previously untargeted demographic for cereal brands.

What is the thinking behind the campaign, and why they did what they did?

As a market leader Kellogg’s are almost a public health organisation, in that they are in a powerful position to influence what we eat for breakfast. Companies that size must take corporate and social responsibility seriously.

I imagine Kellogg’s wanted to create away to encouraging different eating habits in a demographic that is traditionally declining in cereal consumption, but they also identified a gap in the market with the opportunity to increase sales of its products by targeting an untapped market.

The strategy was aggressive to raise brand awareness quickly using integrated, multi-channel marketing communications.

Branding – Kellogg’s created a character – the Krave Krusader – which encompassed the traits of its target market. The brand is fun, a little rebellious and boisterous.  Teenagers and young adults are not well-known for their focused attention and lengthy concentration span. The character not only displays what the product is (Krusader is a characture of a Krave bite) but also has the characteristics of its target market, helping to make it relatable and easy to remember and identify.

Kellogg’s did what they did because they successfully identified where its target market are ‘hanging out’. They didn’t just embark on new marketing activities such as social media and mobile apps just because they’re what everyone is doing these days; they embarked on them because it’s the media its audience consumes.

  • TV advertising – traditional communication method, well tested, large reach, drive to online.
  • University  –  sampling to raise awareness and encourage continued purchasing.
  • Festival  –  sampling to raise awareness  and encourage unconventional eating times.
  • Sales promotion – ‘check-in’ in exchange for discounts. Drive to online and gives Kellogg’s access to consumer data (shared on social media sites).
  • Facebook – where the target market spend much of their time, large reach, engagement and on-going exposure to the band.
  • Mobile app – smart phones and games are popular with the target. On-going engagement with and exposure to the brand.

What’s the impact on the intended market and how might it affect competitors? 

Kellogg’s took a dormant demographic and turned it into a whole new group of consumers. The campaign only began running a last year but I think it would be a safe to assume that Kellogg’s competitors will be looking at the results of this innovative campaign closely.

The official Facebook page for Krave has 338,000 ‘likes’ with many people actively engaging with the brand via the ‘wall’.

Despite the product coming under rap for not being the healthiest breakfast option available, the product doesn’t try to be anything it is not; it encourages teenagers and young adults who may have traditionally gone without breakfast to change their eating habits.  Furthermore, the campaign has driven the target market to sample the product at unconventional times of the day, and show that it could be an alternative to the usual snacks consumed by teenagers and young adults. Increased consumption means increased sale for Kellogg’s.

The social nature of the campaign has encouraged customer engagement. I believe this will help Kellogg’s to build strong relationships with its customers, which they should leverage as the target market matures to encourage them to continue buying Kellogg’s – perhaps moving onto some of its other products.

This is a well-executed multi-channel campaign from a company that identified a gap in the market and understood how to reach its target market, selecting methods and platforms appropriately.

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