To make Kelloggs’/cereals fit culturally and to change people’s perception of looking at it as an instant food product instead of a filling breakfast option.
Kellogg’s believes that every dream deserves a right start, and the right start is enabled by a nutritious breakfast of grains. This led to the big idea “Bade Sapno Ki Sahi Shuruat”, creatively articulated as a simple promise of #Feeding Dreams.
Kellogg’s introduced a Breakfast Pledge called #Feeding Dreams, where consumers could pledge to have a solid grain-based breakfast every morning. Once a consumer took the pledge, a Kellogg’s breakfast was donated to a school child. To aid the pledging effort, Kellogg’s appointed a #Feeding Dreams van to travel to 6 major cities to collect breakfast pledges, which were flagged off by Saina Nehwal at a Kellogg’s press meet. Kellogg’s further fuelled this campaign through strategic media outreach across all media platforms and achieved quality exposures in target media with key message delivery inviting more consumers to take the breakfast pledge and join the #Feeding Dreams movement. Kellogg’s also sponsored a morning breakfast show which incorporated the message of #Feeding dreams on national television.