WittyFeed’s campaign for Kellogg’s Chocos Fills asks competition to cut down the drama
While Kellogg’s Chocos Fills have always been ‘Hungry For Chocolaty’, it gave a subtle suggestion to all the choco-lovers to not over-complicate things and simply enjoy their chocolaty treats in a series of quirky and fun ad films. The digital campaign was conceptualised by WittyFeed.
The collaboration between WittyFeed and Kellogg’s started out with a campaign for International Chocolate Day. The campaign was then successfully delivered within three days and garnered an amazing response from the audience.
The ad films smartly take on competitor chocolate brands and their well-recognised campaigns and give a funny twist to the message, while at the same time introducing a quirky push for Kellogg’s Chocos Fills.
According to WittyFeed, the campaign received 600,000 more views than the promised number. “With an extensive reach of more than 9 million, we stunned the Internet world with the overall execution of the campaign,” WittyFeed added.
The objective of the campaign was to make sure that Kellogg’s engaged both the younger audience and the millennial audience.
Vinay Singhal, CEO and Co-founder, WittyFeed, added here, “This is a unique opportunity for WittyFeed. This allows us to diversify from just marketing content to being at the helm of creating complete digital campaigns for Kellogg’s. Alliances like this give all of us the confidence to broaden our horizons, and the motivation to do what we do, even better every time.”
Ishita Kumar, Brand Manager, Kellogg’s Cornflakes and Chocos Fills, sheds more light on the making of the digital campaign, how it changed the perception of the Chocos Fills brand and more.
How has the campaign changed the way audience perceive the brand now?
As a brand we satiate one’s ‘Hungry for chocolaty’ craving. Through this campaign, we brought the proposition alive for our TG (the teenagers) to call this message out in a funny and quirky way. The manner and tonality is in line with the brand’s personality, that is, edgy, quirky and funny.
How did you leverage digital for this campaign?
The brand has always taken a digital-first approach. Last year, it was launched on digital first before we went on-air with our TVC. As a medium, we have data from our brand track that digital is the key source of awareness for this brand, owing to high TG affinity. Digital activations corroborate well with the business results.
How has the response been for your initiatives in the digital space?
We have delivered over 100 million impressions across Twitter, Facebook, Instagram and native. Our reach numbers have been 50 million+, with a strong engagement rate.
How does the strategy pan out in India?
Indian teens are digital natives and enjoy a content hangover. They are not just consumers of content, but also content creators. The only strategy that works is the ever-changing ‘Digital Landscape’, and one needs to be completely agile to cater to the changing trends.
Kellogg has always been popular in the metros. How do you plan to reach out to the Tier 2 and 3 markets?
As a brand, we are available and salient in Tier 2 towns as well. Our campaigns are designed to appeal to TG across demographic and SEC profile.
Chocos Fills has been a widely sold among children. What is the thought behind extending the TG?
Chocos Fills is a new launch and is targeted at teenagers. For kids who have grown up eating Kellogg’s Chocos, this brand seems a natural fit to cater to their changing needs and requirements.
The campaign is meant to uncomplicate chocolate eating: Shradha Tripathi, Head of Sales, WittyFeed
What was the brief given to you by the brand?
The brand wanted to bring out this new way of eating chocolate, where you have your chocolate with a crunch. They wanted to uncomplicate chocolate eating and make it interesting.
What was the idea behind the creatives of this campaign?
The idea behind the creative was to take examples of certain everyday situations that we have seen in ads involving chocolate and putting some crunch in them.
How did the association with Kellogg happen?
Given our mutual target audience of teenagers and young adults, we were approached by the brand to do something quirky and relatable for the audience on Chocolate Day.
Our creative team started with enjoying the product. Given the fact that they also belong to this TG, they immediately associated with the thought and brought about some fantastic videos and creatives, which went viral on Chocolate Day.
What are the campaigns that WittyFeed plans to explore in the future?
We would love to continue with the brand due to our mutual synergies and love for fun content which doesn’t preach, but delivers the message in a unique fashion.