Kellogg’s Breakfast Pledge Campaign

About the Campaign

Kellogg – the world's leading cereal company has announced a new initiative in India – “Kellogg's Breakfast Pledge” to build nation-wide awareness on the importance of eating breakfast every day. This initiative provides a platform to help people discover the power of breakfast. This initiative encourages people to take a pledge to have breakfast everyday. By doing so, every person will gift a breakfast to a child to help him or her discover the power of breakfast. Kellogg seeks to empower one Indian to influence or impact another Indian to discover the power of breakfast.

Campaign’s Objective

To make Kelloggs’/cereals fit culturally and to change people’s perception of looking at it as an instant food product instead of a filling breakfast option.

CIL’s Solution

CIL created one number solution by mapping Missed call, WhatsApp, and SMS on single 10 digit number for easy management. Our Tech team also designed advanced MIS Dashboard segregating responses from different channels to organize entire campaign.

CIL participated in entire campaign right from defining the campaign concept, technical execution, back-end support, and campaign management with custom reporting and response analytics for analyzing the campaign

Outcome

CIL offered one number solution for Missed call, SMS, and WhatsApp to engage rural as well as urban consumers. Keyword based program to confirm the pledge for both the channels, SMS and WhatsApp in addition to missed call to receive call back.

With this CIL also integrated a unique program for consumer’s engagement through health awareness campaign. During the campaign, the brand received over 1M consumer’s engagement from across all states of India.