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 (5/127)
|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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Q3 Digital Opps: Struggling Kashi attempts to re-position brand, launches new campaign, products
Subject: Digital, social media, video, online
Brand: Kellogg Company.
Opportunity: After being purchased by Kellogg in 2000, Kashi ended up facing some serious backlash about its “all natural” positioning and its use of GMOs in its products. But amid the controversy, the cereal brand plans to change its image by launching a new campaign aimed at helping American farmers transition to organic farming. In doing so, Kashi is releasing a new cereal – Dark Cocoa Karma Shredded Wheat Biscuits – which uses red wheat produced by farmers on farmlands that are “in training” to shift to an organic platform. Since less than one percent of U.S. farmland is currently organic, this effort is a way for Kashi to get itself back in the good graces of health focused foodies. Additionally, Kashi launched a new campaign for its GoLean line, using a video featuring an original song created for the brand.
In addition to these new marketing efforts, struggling Kashi is continuing to build a pipeline of ideas get growth on a steady incline. In fact, Kellogg president Paul Norman stated that the Kashi brand has seen improvement over the past 15-to-18 months, specifically in the performance of its cereal business. In hopes of continuing the improvement, the brand recently launched its new Kashi and Bear Naked cereals, which will hit the market at the end of Q2. It will also debut its new Bear Naked granola bites during Q2 and Q3, and has a new range of GoLean and Kashi branded protein powders that are shipping now. Norman also stated that the Bear Naked granola business is growing at a mid-single to high-single digit rate, while Kashi fruit snacks are growing at a strong double-digit rate.
Look for Kashi to increase its digital and experiential spending throughout this year, and keep in mind that the brand has not run any national TV ads this year, so be sure not to focus pitches here. Therefore, digital sellers should be reaching out to Kashi now to pick up any ad dollars still available this quarter, as Q2 is the brand’s highest buying period. However, continue reaching out through Q3, as this is the brands biggest planning period. Be sure to pitch high ROI millennial engagement. Those of you that have experience reaching healthy lifestyle millennials should have an advantage here.
Currently, VML is still on media buying and planning according to The List, but if we hear anything differently we will update you right away.
Media Spend: According to Kantar Media, Kashi spent $309,976 on measured media in 2015, down $19 million from the year before. The entire budget was allocated towards digital spending.
Digital Breakdown: Since January, Moat reports Kashi has run 17 standard display and two video ads on 118 publishers (<1% mobile). Of these, 33% were placed site direct versus programmatic. Top ad destinations include mindbodygreen.com, cvs.com, marthastewart.com, nytimes.com, walmart.com, google.com, woot.com, washingtonpost.com and metacafe.com.
In comparison, for all of 2015, the brand only ran 8 standard display ads on 122 publishers (<1% mobile), with 51% placed site direct.
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Senior Vice President, Marketing
Associate Director, Communication
Digital Strategist & Social Media Manager