Kellogg’s Muesli launches new print ad campaign

28 Jul,2015

By A Correspondent

 

Kellogg’s Muesli has unveiled its new print ad campaign designed to appear like an Instagram post. Through this innovative ad, the brand endeavours to go beyond merely showing the food and bringing alive the experience of the sensorial journey that this tasty breakfast offering takes you on. In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers.

 

Through the new innovative design, the print ad aims to bring alive the product and give consumers the real ‘taste experience’ of Kellogg’s Muesli. The brand roped in renowned international food photographer, Stephen Clarke to bring to life the sensorial delight of enjoying the food. The attractive shots capture the multi-grain-cereal toasted to crisp perfection and garnished with rich inclusions like fruits and nuts. They are meant to highlight the appetizing features of the product and draw consumer reaction of desire to experience the multi textured taste of the food.

 

Speaking at the launch of the campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Kellogg’s Muesli is a multi-grain multi textured breakfast that is a unique food experience in itself. Through the new campaign of Kellogg’s Muesli, we are attempting to take consumers on a sensorial journey that will demystify our Muesli food and the consumers will enjoy. 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 flavors of the food making it visually delightful and tempting to consumers”.

 

A big part of the campaign is sampling to induce trials. In this regard, Kellogg’s Muesli has kicked off an on-ground sampling exercise where the plan is to do 1 million samples.  “At the point of sales to bring alive the campaign and demystify the food for shoppers in the store, the brand has partnered with Blippar, the augmented reality platform. This augmented reality campaign is a first of its kind in the FMCG space in India.  Through this campaign, we aim to communicate the core proposition of Kellogg’s Muesli being the tastiest breakfast option for young working adults”, he further added.

 

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