Kellogg’s is offering cereal lovers the chance to get their hands on their very own free personalised spoon as part of an on-pack promotion spanning Special K, Corn Flakes, Crunchy Nut and more.
Featuring on up to 120 million cereal boxes across 32 countries to redeem their spoon customers need to collect codes from three special packs and go online to the Kellogg’s Spoon Workshop, created by Isobar.
Designed to make the process entertaining as well as efficient, the Kellogg’s Spoon Workshop brings famous Kellogg’s characters to life to create the spoons, with the character chosen appearing on the real spoon mailed out to the consumer.
To further drive awareness Isobar has created the #SpoonSelfie social campaign, encouraging fans to take a photo of themselves reflected in the back of a spoon and share it on Twitter, Instagram or Kellogg’s Facebook page.
Lucy Cawley, digital manager Europe, Kellogg’s, said Isobar’s work “utilises our full brand portfolio to its maximum potential to bring a simple, engaging experience to our consumers” and added that the brand was “thrilled” with the result.
Nick Bailey, executive creative director and chief executive officer of Isobar, commented: “The challenge with a promotion of this scale is to deliver something that is not only brilliantly effective for the millions that engage with it, but that feels crafted and delightful at an individual level too. I’m pleased and proud to say the team have managed this challenge with finesse.”
Famous spoon bender Uri Geller has also been recruited as part of a PR drive which saw Kellogg’s create a ‘Throne of Spoons’ inspired by the Iron Throne from TV show ‘Game of Thrones’. The throne – which took over two months to build and features 2,000 spoons – will be unveiled on Saturday (24 January) at London’s Westfield as part of a free ‘spoon-bending breakfast’ event where Geller aims to bend his one-millionth spoon.
Media planning and buying for the campaign has been handled by Isobar’s Dentsu Aegis network partner agency Carat, with iProspect handling performance.