Kellogg's recruits Uri Geller for personalized spoon offer
Monday January 26, 2015 at 12:38pm
Kellogg’s has recruited Uri Geller to help it push its latest on-pack offer of a free personalised spoon. The campaign also includes the creation of a ‘Throne of Spoons’, unveiled over the past weekend at London’s Westfield as part of a free ‘spoon-bending breakfast’ event where Geller demonstrated his skills with his one-millionth spoon. The throne – inspired by the Iron Throne from TV show ‘Game of Thrones’ – took over two months to build and features 2,000 spoons. The personalised spoon promotion features on up to 120 million cereal boxes (for brands including Special K, Corn Flakes, Crunchy Nut and others) across 32 countries. To claim their spoon, customers need to collect codes from three special packs and go online to the Kellogg’s Spoon Workshop, created by digital agency Isobar. Designed to make the process entertaining as well as efficient, the Kellogg’s Spoon Workshop brings famous Kellogg’s characters to life to create the spoons, with the character chosen appearing on the real spoon mailed out to the consumer. To further drive awareness, Isobar has created the #SpoonSelfie social campaign, encouraging fans to take a photo of themselves reflected in the back of a spoon and share it on Twitter, Instagram or Kellogg’s Facebook page. Lucy Cawley, digital manager Europe, Kellogg’s, says Isobar’s work “utilises our full brand portfolio to its maximum potential to bring a simple, engaging experience to our consumers” and added that the brand was “thrilled” with the result. Nick Bailey, executive creative director and chief executive officer of Isobar, adds: “The challenge with a promotion of this scale is to deliver something that is not only brilliantly effective for the millions that engage with it, but that feels crafted and delightful at an individual level too. I’m pleased and proud to say the team have managed this challenge with finesse.” Media planning and buying for the campaign has been handled by Isobar’s Dentsu Aegis network partner agency Carat, with iProspect handling performance.