Kellogg’s has rolled out an all-digital user-generated content campaign titled #PassTheBowl.
Conceptualised by Ogilvy, the idea is to get viewers to start their day with a nutritious bowl of breakfast, even during the on-going lockdown. The film shows users passing their bowl of Kellogg’s cereals to their loved ones.
Sumit Mathur, director marketing, Kellogg South Asia, said, “Our philosophy at Kellogg is to engage consumers with authentic content, which is consistent with our brand ethos. This is the third agile campaign from the house of Kellogg’s in the current environment. With #PassTheBowl, we once again partner the home-maker / mother and play a role in reminding consumers to not forget to have a wholesome breakfast.”
Shahrukh Irani, group creative director, Ogilvy, said, “Kellogg's is a happy, sunshine brand. On social platforms, leveraging that aspect of the brand's personality and the need for nutrition go hand in hand. In this lockdown period, since a workday clock doesn’t arrange our days, having breakfast on time is very important to maintaining a healthy lifestyle. To encourage this, we took advantage of a cool trend doing the rounds on social media right now. Videos of people of all age groups having Kellogg’s and then passing it on were stitched together to make it seem like they are passing a bowl of breakfast to each other. Even in these times of strict social distancing, we must make sure our loved ones don't miss breakfast.”
Client: Kellogg India
Brand Team: Sumit Mathur, Saurabh Nath, Khushbu Jhaveri, Kopal Doshi
Agencies: Ogilvy, Pollen and FoxyMoron