Kellogg's briefed Havas PR with illustrating the nutritional qualities of Special K to counter popular myths that the cereal has little nutritional value or is full of sugar.
Our response? A highly scientific experiment showing how people’s perceptions of nutrition changed depending on the environment where they ate their breakfast. Katie Piper was the face of the campaign, and took part in the experiment herself.
Everything from the shape of a cereal bowl to eating standing up or sitting down was tested by serving identical amounts of Special K to participants.
To report the findings, media had to report the nutritional qualities of Special K in order for the experiment to make sense.
The campaign delivered a massive 70 million media impressions. Extensive national press coverage including Daily Mail, Daily Express, Daily Star, The Sun and Daily Mirror, in both print and online.
65% of coverage carried specific key messages set as PR objectives for Special K, and 71% of coverage carried images or video of the experiment.