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Response-driven Risk Management agency Umbrella worked alongside Zeal Creative to launch a multi-territory promotion across 10 European countries with the added luxury of financial peace of mind for the client.
Kellogg’s were looking to make the 2020 Back to School period a memorable one and bring the fun back to breakfast.
This fantastic surprise and delight campaign offered kids the chance to be the star on their very own personalised cereal box cover. Not only was the child’s photo and name printed on the front of the box, but the back featured a replica blackboard with personalised fun facts relating to their school life.
To claim this gift, shoppers had to collect codes from three promotional packs of Kellogg’s breakfast favourites and then go online to fill in their details. The Kellogg’s personalised pack was then printed and delivered to their home. This type of collector mechanic is a very effective way to increase sales uplift.
Umbrella’s role was to ensure the Kellogg’s budget was maximised and protected. Running campaigns in foreign markets comes with many uncertainties, not least of all the threat of unexpectedly high participation in a promotion. Although this sounds like an ideal problem to have, when each gift claimed comes at a cost to the brand, it can easily send a campaign rocketing over budget. Umbrella conducts risk assessment and response forecasting to limit financial over-spend. And minimises risks around the logistical aspects of a campaign.
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