Kellogg’s has named the cereal Krave and tasked the consultancy with creating ‘a deep level of engagement with its core audience’ through a microsite and online advertising campaign, according to Paul Vallois, business development director at CMW.
‘Rather than have a Flash-heavy site, the microsite will signpost people to Facebook and Twitter channels,’ Vallois says.
Kellogg’s is using its retained advertising agency Leo Burnett to create an ad campaign. CMW, which won a three-way pitch to secure the business, will coordinate the social media launch with Leo Burnett’s campaign in March.
The hazelnut- and chocolate-flavoured cereal was launched in the French market as Tresor in 2007, but has been renamed to target UK consumers.