Kellogg’s launches All-Bran Golden Crunch with a cereal doordrop
Kellogg’s All-Bran Golden Crunch launched to a fanfare of TV, digital, PR and outdoor. Core to the campaign was driving taste reappraisal through an innovative sampling doordrop. Kellogg’s was eager to ensure the product would be offered to genuine hand-raisers, to avoid wastage and maximise engagement among the target demographic.
Intelligent doordrop solution
The campaign was targeted to households with an interest in digestive health cereals and related products, based on Dunnhumby data. A 2-stage in-home sampling mechanic was employed to initially distribute a bag creative that recipients could leave on display to opt in to receive a free, full-size box of All-Bran Golden Crunch the following day.
Sampling doordrop breaks targets:
- Campaign achieved staggering 46.8% opt in versus target of 30%
- The sales uplift, based on EPOS data, achieved payback ahead of schedule
- Campaign benchmarked positively against other media