After a five year break in commercial marketing activity, Kellogg’s is investing millions in a campaign to its promote its Rice Krispies Squares snack brand during the back to school period.
The cereal giant’s latest £2m campaign consists of a new TV advert, social media content, on-pack activity and six sheet signage.
The TV ad, launching on 26 August, is set to encourage shoppers to reach for Kellogg’s Rice Krispies Squares when they are looking for an afternoon snacking treat. The advert will run for five weeks using the hashtag #SquareYoSelf.
Aimee Cowan, brand lead for cereal and cereal snacks at Kellogg’s UK and Ireland, said: “We’ve seen a change in what people are looking for in on-the-go and out of home snacks. And we know from our research that there has been an increase in the number of teens buying Kellogg’s Rice Krispies Squares in the last 12 months.
“We have grown by 5.5% year-to-date (IRI YTD values sales, 2019). We feel this is the right time to back the brand after a long break and start talking about Kellogg’s Rice Krispies Squares again.”
The Kellogg’s Rice Krispies Squares campaign will be pushed on-pack with ‘Write on wrap’ packaging, encouraging consumers to write a personal message and share it online using a separate hashtag #SayItWithSquares.
Rice Krispies Squares, featuring the special packaging, are available to convenience retailers now with an rrp of 55p for a single or rrp £1.99 for a multipack of four.