Kellogg's Special K

The challenge

To drive significant awareness and trial of Kellogg's Special K, recruiting new users and changing consumers perceptions of Special K.

To clearly communicate the Special K proposition in an entertaining and memorable way, encouraging consumers to positively interact in the brand.

The solution

i2i faces selected a team of Special K Brand Ambassadors, who were healthy looking and extremely bubbly and extrovert.

The Teams targeted consumers in busy environments including major towns and cities, shopping centres, train stations and grocery multiples.

The team used uniquely branded dispensers to hand out 35g sample packs of Special K, whilst communicating brand messages and giving out Top 10 Healthy Tips to engage in conversation with consumers.

The team encouraged consumers to enter a competition to win a Ford Street Ka, which acted as the focal point for the team.

i2i faces staff were highly effective in delivering high numbers of samples every day - the team currently holds the record number of the highest samples handed out in one day at the Trafford Centre!

Sales uplift at grocery multiples +350%