Video Play

Kellogg's Crunchy Nut

Evening Snacking

SUMMARY

WE EXPOSED THE COUNTY'S LOVE FOR CRUNCHY NUT

AWARDS

2 W3 Awards

Lovies Official Shortlist

The business problem we solved

Although Crunchy Nut is still perceived as the ultimate tasty cereal, fans long for new experiences. We promoted the consumption of the Crunchy Nut outside of breakfast time, because let's face it... eating cereal after dark is something we already do! 

How we did it

#NotJustForBreakfast is a campaign created to expose the different snacking behaviours of people across the UK through a series of fun, comedic social films.

We encouraged people at home to identify themselves, their mates and even their mum by tagging them in the videos. We armed our Community Manager with a catelogue of gifs to continue the conversation and stoke participation and sharing. And finally, we tapped into targeted fan groups by challenging influencers to take part too.

Value we created

563,570 social engagements

90% positive sentiment vs 1% negative

2,434,362 completed views on Facebook and Instagram vs the KPI of 1,631,204

3,100,807 completed views on YouTube vs the KPI of 1,597,366

A total of 14,566,987 completed views online