11th Nov 2008 - 00:00
Abstract
Kellogg's has announced a £1.4 million marketing package that will take customers on a journey through the company's 100-year history.
The company said that television and national print adverts will promote the ingredients and the affordability. Kellogg's UK head of sales, Mike Taylor, said: "Our research tells us that 41% of people actually claim to have eaten more cereal in the past six months. The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions like smoothies." "We know in a time of recession, people turn to brands which offer consistent reassurance, backed by a strong pedigree. That's why our heritage features so strongly in this activity." Kellogg's campaign launches mid November and runs until January. The company current has a 42% share of the £1.2 billion ready-to-eat breakfast cereal category.