EVENING SNACKING

ClientKELLOGG'S
Category A01. Food & Drink
TitleEVENING SNACKING
Product/ServiceCRUNCHY NUT
Entrant DIGITAS London, UNITED KINGDOM
Idea Creation DIGITAS London, UNITED KINGDOM
Idea Creation 2 KELLOGG'S UK & IRELAND Dublin, IRELAND
Production DARK ENERGY FILMS London, UNITED KINGDOM
Credits
Name Company Position
Peter Drake Digitas Executive Creative Director
Matt Watson Digitas Creative Director
Charlotte Hugh Digitas Creative
Danny Pallett Digitas Creative
Alice Dunoyer Digitas Producer
Chris Kneebone Digitas Strategist
Toni Smith Digitas Client Partner
Sarah Wales Digitas Account Director
Jamie Lane Dark Energy Director

Background

In a category that is in double digit decline, how do you get great-tasting cereal like Crunchy Nut into the audience’s routine outside of breakfast time?

Describe the strategy

Although Crunchy Nut is still perceived as the ultimate tasty cereal, Crunchy Nut consumers, or ‘taste seekers’, long for new experiences. Because of this, and the increased availability of tasty breakfast options in the UK, Crunchy Nut portions are getting smaller. While the TV campaign focused on the Crunchy Nut core range (flakes), there was a clear need to increase awareness of the non-flakes part of the Crunchy Nut portfolio (i.e. clusters and granola), and promote consumption of the cereal outside of breakfast time. Let’s face it… eating cereal, especially Crunchy Nut, after dark is definitely something we already do! Who doesn’t love a bowl of cereal after a long day at the office? Whether it’s a late-night snack just before bed, something to munch on during a movie, or the saving grace after a rather messy night out, we’ve all been there.

Describe the execution

#NotJustForBreakfast is a campaign created to expose the different snacking behaviours of people across the UK using a series of fun, social, comedic films; each focusing on a different snacking archetype. From the noisy eater who needs to mute their munching (we all know a few of those), to those who hate to share (yes, that’s you). We encouraged people at home to identify themselves, their mates and even their mum by tagging them in the videos. We also armed our community manager with a catalogue of gifs to continue the conversation and stoke participation and sharing. We joined in the conversations already happen with insight and data-driven and reactive content. And finally, we tapped into targeted fan group by challenging influencers to take part and keep the conversation going.

List the results

• 563,570 social engagements • 90% positive sentiment vs 1% negative • 2,434,362 completed views on Facebook and Instagram vs the KPI of 1,597,366 • A total of 14,566,987 completed views online