The Assignment
Kellogg is the market leader in Australia, but the Cereal market is in decline. As a result of cutting out this fibre rich food group, the country is in a fibre crisis - 72% of Australian adults and 58% of Aussie kids aren't meeting their daily fibre needs. This is leading to poor gastrointestinal health, and has the potential to cause AUD$1.5bn dollars of unnecessary health care costs.
Our objectives were to reach 10 million people across Australia and New Zealand, 50 pieces of coverage with key message in 90% of those, 100% growth in engagement in Kellogg's...