Kellogg’s RKS:Cash Calls

About this project

Rice Krispies Squares needed to attract a lucrative 16-24 year old audience, many of whom saw the brand as ‘too childish’.

Taking cues from the brand’s “It’s All Lies” positioning, we developed ‘Cash Calls’. It offered buyers the chance to receive a live phone call from our Cash Calls Call Centre during which they could win £100 by correctly answering an outrageous ‘Truth Or Lies’ question.

Cash Calls was Kellogg’s first ever truly integrated below-the-line campaign, supported by a 360 degree brand experience including TV tags, digital and social media, in-store materials and experiential activity in key accounts.