Kellogg is to highlight the “brand quality” of Corn Flakes as UK consumers trade down to own-label products amid the economic downturn.
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Running from mid-November to January, the GBP11.4m (US$17.7m) advertising campaign, across TV and national press, will highlight the “quality and value” of buying its branded Corn Flakes.
The campaign, created by Manchester agency Cheetham Bell, will also stress the value for money offered by a bowl of Corn Flakes, which Kellogg claims costs just GBP0.10 a serving.
Kellogg said it is drawing on its heritage as it seeks to differentiate its products from its competitors.
The signature of the cereal company’s founder, WK Kellogg, is shown in the ad beside the strapline, ‘none genuine without this signature’, which was first used 100 years ago to differentiate the brand from its competitors.
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By GlobalData“Our research tells us that 41% of people actually claim to have eaten more cereal in the past six months,” said Kellogg’s UK head of sales, Mike Taylor. “The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions like smoothies.
“We know in a time of recession, people turn to brands which offer consistent reassurance, backed by a strong pedigree. That’s why our heritage features so strongly in this activity.”
The ad creative features a box of Corn Flakes changing over time, from the first packet designed by Kellogg to the current version on shelf.
Kellogg has a 42% share of the GBP1.2bn ready-to-eat breakfast cereal category.
