Client:

Kellogg's Vector Get Run Ready

The Challenge:

Although Kellogg's had well-positioned its Vector brand amongst only a few sports cereal competitors, it still had not realized Vector's breakthrough potential within the category. For Vector to achieve significant brand growth, it would have to meaningfully appeal to its active-consumer base and motivate new consumers to trial product purchases.

The Solution:

We knew that the most powerful cereal promotions involved on-pack giveaways. With this in mind, we decided to delight the sports consumer with the highest value giveaway in the history of the cereal category - a $40 Saucony Performance Shirt.

How did we do it? We brought in 2 great partners and broke the traditional model for cereal promotions.

Traditional cereal promotions are either in-pack offers or mail-in offers. But with a partner like Running Room with over 95 stores nationally, we felt that consumers would be willing to pick up their Performance shirt at a store. Our assumptions were right. Over 95% of consumers picked up their product in-store versus mailing in. This stripped mailing costs out of our cost model and paved the way for us to offer this high value performance shirt.

Running Room provided a means of distribution and a great sport performance partner. But they also brought with them one of their partners: Saucony Canada. Saucony came on board realizing that this promotion would provide outstanding awareness to both Running Room and Vector customers. With 3 partners and a unique fulfillment model, we were on our way to making this promotion one of the most successful in the history of the cereal category.

We are very proud of this promotion as is Kellogg’s.