Kellogg's Chocos & MyCity4Kids

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Campaign details

Brand: ChocosBrand owner: Kellogg'sLead agency: MindshareCountry: IndiaIndustries: Breakfast cerealsMedia channels: Content marketing, Websites & microsites, Word of mouth, advocacy Budget: Up to 500k

Executive summary

Mycity4kids.com, a premier Indian parenting website, was slowly gaining more and more trust among mums as a one-stop shop for everything related to the wellbeing of their kids. We saw it as an opportunity to further boost the health credentials of Kellogg's Chocos, which was hitherto only seen as a tasty breakfast cereal and not one that would make kids...

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