Kellogg's Pop-Up Cereal Cafe

Challenge

With Kellogg's announcing re-branding of its iconic cereal boxes, the cereal giant wanted to use the opportunity to reach consumers who truly #LoveCereal and celebrate this historic moment.

Response

To mark this occasion, Havas PR proposed that Kellogg’s should launch its first-ever UK pop up cereal café for cereal fans: the ones who graft for their granola, put the Special into K, and who have Snap, Crackle and Pop as their ringtones.

The pop-up café would be situated in Manchester, home of Kellogg's, and would be open to the public over four days - serving cereal and coffee.

We invited The Cereal Killer Twins, who are famed for opening the UK’s first cereal cafe, to serve up their signature cereal creations for guests and create a strong media photocall opportunity.

We also created a selfie station, showcasing a host of locally commissioned artwork, to encourage social media posts from visitors.

Results

The pop-up saw over 4,000 curious customers queuing outside of the door to have a chance to visit. More than 2000 free bowls of cereal were served and over 1,500 cups of coffee were made by on-site baristas Bubble and Bean.  

We achieved over 20 pieces of media coverage, securing nearly 50 million media impressions, with coverage 100% positive. Coverage for the event landed nationally in the Daily Mail and regionally in the Manchester Evening News, amongst other local titles. Videographers from The Manc also filmed content in the café to encourage followers of the viral social media site to head down to the café.

The hashtag #LoveCereal was encouraged for social media posts and hugely positive social engagement was seen from happy visitors who left with free cereal and Kellogg’s merchandise.

Celebrity guests at the event included Manchester-born actress and former Coronation Street star, Georgia May Foote, alongside Cheshire Housewives Lauren Simon and Rachel Lugo who posted snapshots of the event to their millions of followers. Manchester mum-bloggers LeeLee Loves and Tired Mummy of Two also dropped by for some cereal and pictures.

 

 

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