Kellogg Cereal Cafe

Is anyone talking about brands working on their direct to consumer approach?

Me?

Others?

Yeap.

Kellogg's has opened a "Cereal Cafe" to very positive word of mouth (so the story says).  Wow.

Here is a snippet from the piece:

Kellogg's expanding cereal cafe concept in New York City is part of a larger trend of CPG companies opening stores in order to market their products directly to consumers.

While traditional methods of CPG brand extension may involve, say, developing new products, this new form of extension calls for brands to extend into a service experience at a store. This type of branding can be beneficial for CPG companies looking to stay ahead of evolving consumer preferences.

Here is the whole story:

https://retailleader.com/kellogg-takes-cpg-brand-extension-new-level

Happy Reading,

J.W. Gant

How to Disintermediate Retailers 101

The news is real, though the headline is a bit sensationalistic.  I'm finishing up a white paper on this topic though so this subject is quite interesting to me. Kellogg is planning a fresh snack food subscription service, direct to consumer.  This cuts out retailers all together, something the big food companies would absolutely love to do.

http://www.bloomberg.com/news/articles/2015-06-09/kellogg-said-to-plan-snack-subscriptions-as-general-mills-exits

I found the story over on MorningNewsBeat first:

http://morningnewsbeat.com/News/Detail/47220/2015-06-11/

Here is a snippet from the Bloomberg piece:

Kellogg and General Mills both have been looking for new ways to grow and appeal to consumers seeking healthier and more natural alternatives to processed foods. The companies also are testing sales channels outside of grocery stores as customers become more comfortable purchasing online.

Happy Reading,

J.W. Gant

PS I'll be posting the white paper soon.

Kellogg Pop-Tarts Mobile Campaign Success

The big national food brands are not sitting still.  Rather they are increasingly embracing the digital & mobile landscape of marketing to interact with their consumers and share in the maintenance of their brands.

Kellogg is doing it very well with Pop-Tarts.

Here is the article:

http://www.mobilemarketer.com/cms/news/advertising/20502.html

Here is a snippet from that piece:

In answer to the question of whether mobile advertising is effective at driving sales, Kellogg Co. gives a resounding “Yes,” with the analysis of a recent campaign showing that mobile delivered more than three dollars in incremental sales for every dollar invested.

An analysis of the campaign for Kellogg’s Pop-Tarts brand by Nielsen Catalina Solutions sheds light on mobile advertising’s effectiveness at driving sales for consumer packaged goods brands, with mobile determined to be the most effective channel for driving sales compared to tablets and desktop for the campaign in question. The Pop-Tarts campaign was delivered across multiple devices in conjunction with Pandora, with audio and display ads encouraging younger consumers to listen to a branded playlist.

To see the results from that campaign click above to read the entire story.

Happy Reading,

J.W. Gant