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Kellogg’s Zookeeper

With the family breakfast in decline, Kellogg’s challenged us to create a fun campaign which brought the family together in the morning whilst complying with strict OFCOM guidelines of delivering Fun, Activity or Education.

We responded by giving every buyer the daily chance to WIN a day as a Zoo Keeper, along with a FREE entry ticket (when accompanied by a full paying adult) to over 40 participating BIAZA Zoos with every pack.

The promotion was supported by TV, print, shopper and trade communications, along with a fully interactive website that gave children the chance to ‘graduate’ from the Kellogg’s Zoo Academy by becoming a virtual zookeeper from the comfort of home.

The scheme delivered up to 30% y-o-y increase in volume sales across participating SKUs and over 120,000 free tickets were claimed for zoo days across the UK.

Client: Kellogg's
CATEGORY: fmcg, cereal, rtec, snacks