Context

Brand development & innovation agency Haines McGregor was commissioned to help Kellogg’s improve their presence in kid’s snacking in a more health-centric environment.  The brief was twofold – help parents fall back in love with its Kellogg’s Coco Pop and Square’s against the current backdrop, plus help build its W.K Kellogg’s brand for a pan-European launch.

Project

Brought on board to lead consumer insights, a multi-staged methodology was designed to inform product and brand innovation. Digital ethnography with parents across the UK and France gave rise to a new parent’s snacking segmentation and identified opportunity areas for Kellogg’s to explore. Following this, creative innovation labs with kids aged 5-10 help to furnish these opportunity spaces.

Results

A resonant and motivating proposition and innovation pipeline for the W.K Kellogg’s brand’s launch into kid’s snacking and guidance on how to strengthen the in-market position of Coco Pops and Square in the future.

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