Why does Kellogg's new print ad resemble an Instagram post?

By Ashee Sharma , afaqs!, New Delhi | In Advertising
Published : July 29, 2015
Kellogg has unveiled a print campaign for Kellogg's Muesli which is designed like an Instagram post. Accompanying it is an on-ground sampling exercise targeting one million consumers.

Kellogg's Muesli, the multigrain breakfast cereal, has unveiled its print campaign designed like an Instagram post with the hashtag #TheTasteExperience. Through this ad, the brand endeavours to go beyond merely showing the food, and tries to bring alive the sensorial journey that the breakfast offering takes a consumer on to. The campaign will run for three months across print, digital and outdoor mediums.

Harpreet Singh Tibb

But, the question remains...why does Kellogg's new print ad resemble an Instagram post? Behind this is the brand's supposition that the platform is popular among its target audience, which comprises young working professionals. Because of its visual format, Instagram can easily be related to the campaign's aim, which is to demystify Kellogg's Muesli through food shots.

International food photographer Stephen Clarke has been roped in to capture the multigrain cereal garnished with fruits and nuts. These shots are expected to highlight the appetising features of the product and kindle in consumers a desire to taste it.

Speaking on the launch of the campaign, Harpreet Singh Tibb, director- marketing, Kellogg India, says, "The ad which imbibes the look and feel of an Instagram post raises interest levels with its appealing food shots. It captures the varied textures and flavours of the food, making it visually delightful and tempting for consumers."

Along with the print campaign, a mass sampling exercise targeting one million consumers has been activated in top six metros (Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad and Pune), to drive product trials.

Additionally, 'breakfast ambassadors' will be seen helping shoppers experience an augmented reality game, using mobile, in 140 stores in these cities. Kellogg has partnered with Blippar (an augmented reality platform) for this activity.

With an understanding of what Kellogg calls 'key consumption moments' in consumers' lives, it is planning to distribute the breakfast cereal at key travel touch points such as Meru Cabs and airlines. The brand has also partnered with e-commerce player Big Basket for free sampling.

"Through this campaign, we aim to communicate the core proposition of Kellogg's Muesli being the tastiest breakfast option for young working adults," Tibb adds.

In India, Kellogg is primarily focussed on educating Indian consumers about the importance of breakfast as a great start to the day, and enlightening them about the benefits of cereal as part of a balanced meal. Kellogg is known for its flagship brand Kellogg's Corn Flakes which is available in five variants, to appeal to all family members. Kellogg's Chocos with its three variants and Kellogg's Honey Loops are meant for kids, while Kellogg's Special K, Kellogg's All Bran Wheat Flakes, four variants of Kellogg's Muesli and Kellogg's Oat-bites are designed for health conscious consumers.

Kellogg is one of the world's leading cereal company with popular brands like Kellogg's, Keebler, Special K, Pringles, Kellogg's Frosted Flakes, Pop-Tarts, Kellogg's Corn Flakes, Rice Krispies, Cheez-It, Eggo and Mini-Wheats. Through its 'Breakfasts for Better Days' initiative, Kellogg intends to provide one billion servings of cereal and snacks to children and families in need, around the world, by the end of 2016.

Jagdeep Kapoor

According to Jagdeep Kapoor, brand consultant and CMD, Samsika Marketing, the ad has good "appetite appeal" and will be creatively effective. However, he is uncertain about the consumer engagement it will generate. "Unless full integrated media is used, it may have limited engagement, even with the young audience. Sampling would definitely help," he says.

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