Nourish
As one of the biggest product launches in Kellogg’s history, Nourish was released as a sub-brand under Special K. As part of an integrated marketing campaign, the line’s single-serve hot cereal and bars were positioned as a better breakfast with a blend of superfoods to help women focus on eating right, not less. A partnership with celebrity chef and registered nutritionist, Ellie Krieger improved perceptions of the real ingredient claim while direct mail advocacy packs and Twitter ad intercepts helped to boost social engagements. Later, weather-triggered media was designed to geographically target potential consumers who reside in colder climates to drive awareness around Special K's new hot breakfast category.
