Kellogg Company | Company Profile, Marketing Contacts, Media Spend, Brands
The Kellogg Company, a leading cereal provider, is headquartered in Battle Creek, MI. The company's products are manufactured in worldwide locations, and are sold in 180 global markets. Along with cereal, Kellogg manufactures snacks, convenience foods, frozen breakfast foods, and meat alternatives.
|Main Telephone||(630) 833-2900|
|Main Fax||(630) 530-8773|
Kellogg Company ContactsContacts (5/128)
|John B.||Chairman & Chief Executive Officer||MI|
Sample of Associated Brands
|Paul I.||Chief Privacy Officer||MI|
|Craig B.||President - U.S. Morning Foods Division||MI|
|Paul N.||President, North America||MI|
|Brian R.||Senior Vice President & Chief Information Officer||MI|
|***-****||*** ******* *********||AOR - creative||2005||present|
|***-****||******* ********* *****||media buying & planning||2006||present|
|***** *****||******* ********* *****||media buying & planning||2006||present|
|***** *****||***, ***.||digital||unknown||present|
|****** ********||******* ********* *****||media buying & planning||2006||present|
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Score 72 – Account in Jeopardy: Kellogg's appoints CMO for US snacks business
Subject: digital, TV, social media, print
Company: Kellogg’s US Snack Division, which includes Pringles, Cheez-It, Special K-branded snacks, such as Cracker Chips and cookies, such as Fudge Shoppe, Sandies and Simply Made.
Opportunity: Named Deanie Elsner, Kraft’s former top marketer, as CMO of its US snacks division. She replaces Brian Huff, who recently left the company. Kellogg has been focusing heavily on its cereal division lately, including hiring former Wendy’s CMO Craig Bahner to run the morning foods division (more here). With Special K’s turnaround on track to produce gains, Kellogg is shifting focus to its struggling snack portfolio, where sales fell to $1.69 billion YTD from $1.72 billion in 2014. Paul Norman, president of Kellogg North America, said during the Q2 earnings call that the company is “committed” to improving performance and the snack division will “be an area of focus for me in coming months.” While a new CMO in the division signals that all snacks will be supported, note that, in particular, the wholesome snacks are underperforming and will likely be the target of the most work.
New Product Launch: Norman said the on the call that the back half of the year will see a number of new product launches, including Cheez-It Extra Toasty, Town House Focaccia, Chips Deluxe Peanut Butter with M7Ms and Simply Made Sandwich Cremes.
Wholesome Snack Struggles: While Pringles, crackers and cookies all showed positive signs in Q2, it is the wholesome snacks that are faltering. This includes the Special K-branded snacks, which the company is working to renovate – particularly the core Special K bars. CEO John Bryant said these renovations will continue and Kellogg expects the Wholesome Snack business to return to growth by the end of the year.
Special K Protein Bar Media Spend: In 2014, Kellogg spent $5.2 million on measured media for Special K Protein Bars, according to Kantar Media. Kantar reports that all of this was allocated to TV ads. Per iSpot.tv, $10.3 million has been spent on national TV ads for Special K Protein Bars so far this year. The most money has been spent to air ads on CBS, FOX and ABC during shows such as “Modern Family,” “NCIS” and “Hell’s Kitchen.”
Special K Cracker Chips Media Spend: In 2014, Kantar Media reports that $11.4 million was spent on measured media for Special K Cracker Chips. Most of this – 68.9% – was dedicated to national magazines. The remainder went largely to TV ads, while 2.2% was spent on display ads.
Agency Relationships: According to The List, Publicis’s Lapiz Integrated Hispanic Marketing (Hispanic Advertising AOR).
One Kellogg Sq.
Battle Creek, MI 49016
Chief Marketing Officer – US Snacks Division
Senior Director, Marketing – Wholesome Snacks
Brand Manager, Global Marketing – Pringles
Senior Director, Marketing – Cracker Portfolio
Senior Brand Manager – Cookie Portfolio