Kellogg's Recharge Pop-Up Energizes Cereal and Milk - Event Marketer

Kellogg’s Recharge Pop-Up Energizes Cereal and Milk

DB_Kelloggs_2015 Ex
Brand: KELLOGG'S
Agency: KRISPR UNITED ENTERTAINMENT GROUP
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2015

We’ve all heard it a thousand times—breakfast is the most important meal of the day. But with consumers migrating away from ready-to-eat cereal, Kellogg’s has its work cut out as it aims to remind customers in an engaging way that its cereals are the optimal choice for a nutritious breakfast.

To reinvigorate the conversation around cereal and milk, the Kellogg’s Recharge Bar—a week-long pop-up restaurant located in Times Square—was created with the goal of infusing fun, energy and excitement back into breakfast. Open from 7 a.m. to 2 p.m. (in addition to a one-night transformation of the space to celebrate evening snacking with cereal and milk) the Recharge Bar invited consumers to rethink cereal by partnering with tastemakers, entertainers and nutrition experts.

Dr. Travis Stork and chef Christina Tosi helped put some pizzazz back into the first meal of the day, conjuring up new ways to experience Kellogg’s cereals by developing cereal and milk combinations with unconventional toppings such as coffee grounds and coconut.

Meanwhile, Grammy Award-winning band The Roots motivated participants with renditions of “Cereal and Milk,” (originally written by the band G. Love & Special Sauce) adding bowls and spoons to their repertoire of instruments as part of the show. Following the performance, Kellogg’s kept families engaged with a karaoke video booth for sing-a-longs with the “Cereal and Milk” song, along with the chance to pose with the iconic Tony the Tiger character and upload their photo to a Kellogg’s cereal box.

In the end, than 17,500 media placements were secured, resulting in more than 806 million media impressions, surpassing the brand’s program goal by 10 percent.

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