Kellogg's Social Campaigns
Kellogg Co. ran a pair of recent social campaigns. First, a “Holiday Baking Challenge” asked consumers at home to enter a creative holiday dessert that highlights a Kellogg’s cereal product. Four home bakers were chosen and brought to the Kellogg’s NYC Cafe, where author and TV host Padma Lakshmi was expected to choose the winning dish and bring that baker on a promotional tour. Consumers entered their dish with photos, videos and more on a dedicated holiday baking challenge site. Kellogg’s also posted humorous videos on its social channels of actor Jason Biggs preparing his “Raisin Bran bod,” a parody of 1980s workout videos that had Biggs doing jokey workout moves to build up his Raisin Bran body while informing viewers of the digestive benefits of the cereal.