Kellogg's® Corn Flakes have been at the heart of South African families since 1906, with eight out of ten South African moms surveyed claiming to choose Kellogg's® Corn Flakes to bring their families together for the most important meal of the day - breakfast.
And, although the make-up of modern families might differ from the traditional nuclear family and breakfast rituals have changed, Kellogg's® Corn Flakes remains the constant that brings families together. That's even true in today's time-rushed world, where we all eat with one eye on the clock and the other on a hand-held device of sorts.
To demonstrate how it embraces diversity, different cultures and celebrates families of all shapes and sizes, the brand enlisted local names Hlomla Dandala and Tumi Morake to share their personal family mornings as part of the campaign.
Vuyokazi Xapa, Kellogg's Communications Manager, shares more insights into the campaign below...
1. What's the response been like so far, in the month since launch? Xapa: We have had an overwhelming response on our new Corn Flakes Facebook page as well as other social media platforms. The TV ads have sparked conversations around family moments, family structures, memories and active parenting. Our consumers have positively engaged with the campaign.
2. Is there a trend towards focusing on family needs instead of on individuals in promoting brands? Xapa: The campaign is based on the consumer insight that our brand has been around for a very long time and our communication is not keeping up with the current busy lifestyles of today. Eating together and sharing family moments is more important now than in the past, however, busy schedules, technological interruptions and distractions can affect quality family time. Having been around for over 100 years, Kellogg's is still a family constant at breakfast and we wanted to highlight this in our campaign messaging.
3. How did you get to enlist big local names like Hlomla Dandala and Tumi Morake to enhance the campaign? Xapa: At Kellogg's we embrace diversity, different cultures and celebrate families of all shapes and sizes. To bring this to life, the Corn Flakes brand enlisted Hlomla Dandala and Tumi Morake to share their family mornings as part of the campaign. Dandala is an active dad with five children, who balances a thriving career with his family life. He grew up eating Kellogg's Corn Flakes and it still features at his breakfast table.
Morake is a hardworking mom with three young children. Her family mornings are chaotic but are treasured as it is a regular time where her entire family can catch-up and spend time together.
4. Is the message here that although family structures change, Kellogg's is always there? Xapa: Yes, Kellogg's acknowledges that the modern family is not always conventional and the modern breakfast ritual has changed, but Kellogg's Corn Flakes remains the constant that brings families together in the morning.
5. Now the hashtag #FamilyMornings makes sense...Xapa: We wanted a simple way for our consumers to engage with the campaign and be able to share their own family moments with us. The hashtag also allows Kellogg's to be able to track the conversations that are being held on social media.
6. What's the intended outcome of the campaign? Xapa: We want to resonate with our consumers, and be relevant in their lives again. Kellogg's understands that families are no longer traditional in structure and that they can also be hybrid and blended families. We celebrate families and the memories that are created at breakfast time. No two families are the same and we encourage our consumers, like Dandala and Moroke, to share and celebrate their #familymornings.
It seems South Africa loves the idea. To find out more you can visit Kellogg's® Corn Flakes on Twitter, or Facebook and view Dandala's campaign intro TVC, where we meet his five children, embedded below:
