Our consumer team was briefed by Kellogg’s to help launch a new healthy snack bar created for kids. Made from delicious combinations of fruit and veg, we needed to reach mums. But how?
A couple of brainstorms later and we had our campaign theme, ‘helping you feed your hungry little monsters’.
Naturally, we crafted a press release and secured stacks of media coverage in dozens of publications read by mums, including the Daily Mirror, Sunday Express and dozens of regional publications.
Next, we turned our attention to capturing the attention – and support – of a select bunch of celebrities and influencers. Our creative team went into overdrive and came up with the idea of a ‘monster mailer’.
They designed a box that looked like a monster, organised print, attached googly eyes and filled it with product samples, monster fur and an interactive leaflet.
It’s worth pointing out that, due to strict advertising regulations, our team had to identify social media influencers whose children were aged six and over.
In order to deliver a sustainable buzz around the new product launch, we are staggering distribution of the monster boxes. Early indications show that recipients love them! Just this week, This Morning presenter Jenni Falconer and Emmerdale, Hollyoaks and Neighbours actress Sheree Murphy shared positive posts about the bars.
If you’re interested, the bars are available in all major supermarkets but you’ll have to be quick as they’re flying off the shelves!
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