Positioned as a brand between healthy and confectionery snacks the campaign will target parents of teens heading back to school from August 26.
Teens
“We’ve seen a change in what people are looking for in on-the-go and out of home snacks. And we know from our research there has been an increase in the number of teens buying Kellogg’s Rice Krispies Squares in the last 12 months,” said Aimee Cowan, brand lead, cereal and cereal snacks, Kellogg’s UK and Ireland.
“We have grown by 5.5% year-to-date (according to IRI YTD values sales, 2019). We feel this is the right time to back the brand after a long break and start talking about Kellogg’s Rice Krispies Squares again.”
The campaign is also being supported by on-pack promotions and in June the cereal giant launched ‘Write on wrap’ packaging for #SayItWithSquares across all UK stores following a successful campaign in the US.
The advert will remind shoppers to buy Kellogg’s Rice Krispies Squares when they are looking for an afternoon snack and will run for five weeks.
Snacking occasions
According to Kantar World Panel Usage, 2018, there was a 5.1% rise in snacking occasions among teens in 2018.
Kellogg’s says it saw a 1.9 million rise in sales of Rice Krispies Squares in 12 to 15 year olds and 5.7 million 16 to 24 year olds shopping for snacks.
It also launched a ‘Unicorn and Dragons creations’ range of snack bars in Asda stores in July.
