SPOONS. An everyday need for many! How did this campaign attain immense brand recall?

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: Guerrilla Marketing. Unconventional, creative, fun, not necessarily expensive… … and a whole lot more! These are different marketing campaigns that generate a good kind of buzz, create a memorable brand recall, and spark interaction with a lot of people worldwide. Are you looking for inspiration to make your own Guerrilla Marketing campaign? Keep reading to know how this famous cereal brand created an interactive campaign using an everyday need for many―spoons! CEO, MBO Partners Chairman of the Advisory Board, The I Institute

SPOONS. An everyday need for many! How did this campaign attain immense brand recall? Have you ever encountered someone who eats their cereal with a fork? Of course not! That would be weird. Cereal is best eaten and enjoyed with milk, and the best way to do that is by using a spoon! No wonder this multinational food manufacturing company used this consumer insight last 2014! KELLOGG’S … is well known for its wide variety of cereals and other breakfast snacks. Corn Flakes, Frosties, and Special K are just some of the many famous brands under Kellogg's product line. Almost everyone is familiar with these brands. It helps that these can be found in supermarkets EVERYWHERE. Even with their high brand recall, Kellogg’s didn’t slack off in their marketing efforts! In 2014, Kellogg’s went the extra mile to make breakfast more fun for their customers. HOW? WITH THE KELLOGG’S LOGO ENGRAVED SPOON! Kellogg’s launched a campaign where for every 3 boxes of cereal purchased, you get a chance to avail of a FREE personalized spoon! The 3 boxes contain 3 different codes and a link that will direct you to the Kellogg’s Spoon Workshop website. All you have to do is type in the codes in the website and then you’ll get to personalize and claim your spoon! When you’re on the website, you’ll be asked to choose the size of your spoon: 150mm for kids or 180mm for adults. Afterwards, you’ll need to pick out which brand logo on the list of choices will be engraved on the edge of the spoon. Once you’ve chosen the logo you like, you can then type in the name/s of your choice to be engraved as well. They’ll also ask you to share a photo of your spoon on any social media platform and tag the Kellogg’s accounts. Once you finish all the steps, your personalized spoon will be delivered to your doorstep! Why was Kellogg’s guerrilla marketing campaign so effective? The spoons served as a great marketing tool for the company. Every time you use the spoon, you’ll be reminded of one of Kellogg’s top brands. Not only did these spoons serve their purpose for eating cereal, these also helped Kellogg’s engage with their consumers and create a unique and fun experience! They paired this promo with an effective social media campaign too. #SpoonSelfie The #SpoonSelfie campaign encouraged consumers to take a photo of themselves reflected on the back of the personalized spoons they received and share it on Twitter, Instagram, or Facebook while tagging the Kellogg’s accounts. It no longer was just about receiving a free personalized gift with your purchase—you could now become a part of the community that uses the #SpoonSelfie hashtag. The spoon giveaway left a great impression on the consumers. Products with freebies often stick to people’s minds more compared to products that don’t have any. The reason behind this is that people react positively towards freebies that they end up patronizing the brand or company behind it. Kellogg’s was smart to include this as part of their strategy for marketing and selling more products. It’s like hitting two birds with one stone! The brands that Kellogg’s handles received a lot of exposure from this campaign and also provided people with a giveaway that complemented their products. It was a creative yet strategic move. Cereal box with a free spoon? Definitely a good buy, considering spoons are what you need to eat your cereal! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn.     Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about how an automotive brand launch a purpose-driven guerrilla marketing campaign? See it on next week’s Gorillas of the Guerilla Marketing!