Kellogg: Getting a share in the breakfast

The company conducted on-ground activities in four cities, targeting the youth to promote its new product in the breakfast category.

Kellogg India, the maker of breakfast cereals, conducted an activation programme for Kellogg's Heart to Heart Oats, the newly launched product in the ready to cook category. The activation was handled by Percept OOH.

The activation was conducted in retail with an objective to create awareness about the newly launched product, induce trials and encourage sales.

The hot cereal, which is available in 200g, 400g and 1kg packs, is targeted at middle aged working families.

The activity was carried out in five outlets each in Mumbai, Chennai, Bengaluru and Hyderabad, including on the premises of big retailers such as Total, Tesco, Hyper City and Big Bazaar.

Percept OOH conceptualised an in-store wet sampling activation programme, which included the process of cooking the oats on an electric induction stove in the store and sampling it amongst consumers. This was followed by free blood pressure check-ups with digital BP machines and an interactive session through an interesting Cholesterol IQ Quiz.

Commenting on the activity, Sanjay Pareek, president, Percept OOH, says, "The modern retail is seeing lots of activity by brands and has become an important consumer engagement platform. The Percept OOH retail team is poised to exploit this opportunity through brand engagements such as the one with Kellogg. This is the first time that we have been able to do a 'wet sampling' in modern retail."

The retail vertical of Percept OOH is already working for clients such as Daiken, Dell, Pepsi and Tips and Toes. "You will see them rising up the value chain of retail solutions for clients in the near future, through the 'Idea Cell' of the company," says Pareek.

Heart to Heart Oats is the company's first move into the hot cereal market in India and Kellogg claims that the product helps to reduce cholesterol and maintain a healthy blood pressure level.

"The biggest casualty of today's fast and stressful lives is our health - and being Indians -especially our hearts. Kellogg continues to be driven by its philosophy of promoting a healthy diet and more than a century old heritage of nutrition," says Anupam Dutta, managing director, Kellogg India.

The activity will continue in the next phase as an on-going process on weekends.