Kellogg’s has partnered with marketing solutions provider APS Group to provide a dry food direct mail campaign, designed to promote Kellogg’s Nutri-Grain cereal bars and the re-launch of its Pop Tarts range.
The campaign includes the storage, packaging and distribution of Kellogg’s products directly from APS Group’s Greater Manchester-based national distribution centre. APS Group has previously worked with the brand producing traditional print promotional materials, including in-store vouchers, shelf-edging and bunting. However as part of the tender process for this campaign APS Group has to demonstrate compliance with Kellogg’s health and safety regulations, as well as providing traceability on storage and stock rotation polices.
To tie in with the timing of the campaign APS Group produced a special ‘back to school’ pack which was printed on acid-free cardboard due to the nature of the contents.
Damian Collins, press production manager at Kellogg’s, commented: “Kellogg’s has enjoyed a strong relationship with APS Group in the past and we were very impressed by the readiness with which the team reacted to the new challenges that came with this campaign.”
Business services director at APS Group, Ann McLaughlin, added: “This was a great opportunity to demonstrate our ability to store and package food stuffs on site. We were also delighted to be involved in the campaign from start to finish, from working with Kellogg’s design team to building the packaging, storing and mailing out the product.”