Kellogg’s begins social media push for new ‘youth’ cereal brand

01/02/2010

CMW has been appointed to create the social media and broader digital strategy for the launch of new Kellogg’s brand, Krave.

The Krave brand marks two new directions for Kellogg’s. Firstly, it’s the first time the company has created a cereal exclusively aimed specifically at the youth market (16-25 year olds) and secondly, it’s the first time that Kellogg’s has embarked on a heavyweight social media campaign to support a brand in the UK. Details of the social media strategy are yet to be revealed however it’s expected to build upon the above-the-line brand idea that has been developed by Leo Burnett.

CMW’s role will be to bring this brand property to life through social media platforms and deliver a deep level of engagement with the core audience of young adults.

In addition, the agency has been tasked with expanding the brand’s appeal through online advertising and the creation of the Krave microsite.

Commenting on the appointment, Paul Vallois, business development director said: “Krave represents a very exciting opportunity for Kellogg’s. It’s their first foray into the young adult market and the first time a Kellogg’s brand will use social media as a key driver for marketing.

“To be appointed as their partner to help deliver the brand launch and ongoing digital strategy is a huge privilege and one the entire agency is very excited about.”

CMW was appointed following a three-way pitch.

www.cmwlondon.com

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