Kellogg’s UK is investing £2million in the launch of their cereal Krave Milk Chocolate. Social media activity is being placed at the centre of the big marketing push taking place with the official launch on Facebook to Krave’s fan base (yes a cereal brand has a fan page) of 80,000 follower.
Kellogg’s premiered Krave last year, targeting the young through a social media led approach and now the milk chocolate version plans to take their strategy one step further than before with offers of free trial packs to fans through an online sampling mechanic developed by retained digital agency CMW. The cereal giant is also working with social media agency Eyeka to deliver video content for Facebook, while Leo Burnett has been charged with developing a TV campaign. Outdoor and digital advertising will also be included in the launch activity.
Krave brand manager Laura Sutcliffe said that the firm wanted its “loyal Krave fans” to be the first to hear about the news, “so we’ll be launching Krave Milk Chocolate exclusively to them,” she noted. Kellogg’s claims that Krave is “the UK’s only breakfast cereal to be specifically targeted at the 16-24 year old market.”