Page 85 - Global EM Granola Best Practice Book - Draft Version 24
P. 85
CHINA – Gifting Promotion
Based on the insight "I love to take advantage of
today's variety of available opportunities to constantly
enrich my life" China promoted the new Kellogg
granola product with a wide reaching campaign
featuring KOL gifting, content placement in reality
show & celebrity tie ups.
The campaign has had great success, with strong
engagement across social media, as well as tangible
business success including: Masterbrand achieving
double digit offtake growth vs. PY, visible growth in
brand awareness/key attributes, as well as
maintaining a lead over Nestle in offline sales.
