Challenge

Four of Kellogg’s flagship cereal brands in North America needed to re-engage with their most loyal consumers through a promotional, reward-based, POS giveaway that would lift in-store sales and amplify brand affinity. It was also important to streamline the manufacturing and distribution process, maximizing speed and efficiency to get the product into the market quickly without increasing costs.

Approach

Reviving and improving a dated concept, Creata sought to design brand-specific cereal bowls for the participating partners that would facilitate product usage and keep the brands top-of-mind at breakfast time. Creata looked to make breakfast fun again, with unique creative ideations for each partner (Rice Krispies, Frosted Flakes, Raisin Bran & Fruit Loops).

Solution

In order to utilize NAFTA tax savings, Creata identified and vetted a North American manufacturing facility that would meet or exceed all of Kellogg’s quality standards and was capable of producing and shipping the products simultaneously, thereby reducing lead-times and keeping overall costs in-line with legacy, offshore production sites. Creata provided Kellogg’s with end-to-end service capabilities, ranging from ideation and concept design to product development, manufacturing and distribution.

Results

The Kellogg’s bowls program generated significant investments in local North American economies struggling to cope with recent natural disasters and general economic volatility. The bowls were available from October 1st-14th, 2017, with a distribution of millions of bowls through retailers in the US, Guatemala, Costa Rica and El Salvador.