Kellogg has set up shop in Sydney, Australia to debut its new savory snack line Special K Cracker Crisps in the country. The cereal and snack major is asking consumers to ‘pay’ for their treats in social media posts – a tweet, Facebook like or Instagram photo – rather than cash.
The move mimics the Special K ‘Tweet Shop’ set up in London last year, when the crisp line was launched in the UK.
“It’s a really clever way of embracing social media but getting back to grass roots with your consumers,” said Vhari Russell, founder of The Food Marketing Expert.
Russell told BakeryandSnacks.com that it is the combination of social media and face-to-face that will prove extremely powerful.
“Face to face contact with your consumers is crucial. It’s hugely important and cannot be underestimated. We are all guilty of hiding behind our websites and social media platforms. We don’t do enough of talking directly to our customers,” she said.
Fact-finding and boosting sales
Having a space to meet consumers face-to-face will prove invaluable for Special K, Russell said, providing they staff the shops well.
“You don’t necessarily want someone who is pretty and asking the wrong questions. It will be really important to have the right people in the shop. The staff must be charismatic, bubbly and know the brand – they’re there to serve the customer.”
She said it will give Special K a chance to get direct feedback on the product for example if the consumers like the snacks or not and what they would change if they could. “They’re ultimately on a fact-finding mission.”
Kellogg is, of course, hoping for sales, she added, but the brand building opportunities are also huge for them.
“They’re creating theater, the wow-factor… It’s a really clever tool to increase brand awareness offline and online – the buzz will be great.”
The social media interaction combined with footfall in the shop will spark conversation among friends about the brand, product and shop, she explained. “You cannot put a price on word of mouth sales – it’s critical.”
Clever timing and positioning
Russell also said Special K has been clever with its timing of the Sydney shop for its female-facing brand.
“It’s perfect timing as they are heading into summer in Australia, so women will be looking for ways to get that bikini body,” she said.