JWT Johannesburg has taken home the annual International Kellogg Award for Best Business Building Advertising Campaign for an Established Brand for its Kellogg's Corn Flakes 'Modern Mielies' campaign. Kellogg's marketing manager, Sara Wibberley, says that Kellogg's SA is thrilled with the award and the sales response.
"A clear consumer insight based on a real need, converted into a relevant and charming execution has made for a powerful TV ad," adds Wibberly.
Insights research revealed that LSM 5 - 6 consumers believe that traditional maize meal provides their families with all the essential nutrients needed to remain healthy. However, changing lifestyles and the accompanying time constraints often see them facing the dilemma of how best to meet these needs without spending hours cooking.
In an unusual twist, a smart young guy, clearly in the know, teaches his gogo (grandmother) about the real mielie goodness of KCF, but, without the fuss.
All this added up to 96% likeability among LSM B consumers and a 14.7% increase in market penetration year on year (04 vs. 05).
Says Nikki Miller, JWT business unit director for Kellogg's, "The ad has successfully resulted in a change in consumer behaviour encouraging conversion from cooked soft porridge to KCF as indicated by the dramatic 14.7% increase in market penetration. Creatively we played the generation game to our advantage with this relevant and entertaining ad".
"It's great to see advertising achieving such a good sales result. This means the client begins to trust you more, allowing you to come up with even more creative campaigns that still help them to achieve their business objectives, " concludes Roger Tavares, creative director - Kellogg's.
