Kellogg's is trying to feed one million children during the 2011-2012 school year and wants a picture of your morning meal to do so. Every time someone sends a picture of their breakfast to the Share Your Breakfast website, a meal will be donated to a child in need through Action for Healthy Kids. Because one out of every four children in the US does not have access to a consistent breakfast, Kellogg wants to so something about it (while helping to guide me towards their products in the cereal aisle with greater belief in what Kellogg's is trying to accomplish).
This is not only a beneficial way to increase consumer involvement in the Kellogg's brand but is in fact that largest integrated campaign Kellogg's has ever run. Through broadcast, print, digital and social media, Kellogg's is getting their cause out to the public and making sure we are motivated to be involved. This morning, the company hosted an event at Grand Central Station in New York City to give away free breakfasts for National Breakfast Day and will continue the Share Your Breakfast initiative through the summer with other events planned.
One of the biggest challenges SRG faces each day is how to make our clients' brands and products continue to be relevant. Kellogg's is not only working towards problem solving in a space they can drive actionablity but they have created a brand mission in Share Your Breakfast that matters to people. The intersection of emotion, motivation and action should not only prove invaluable to the brand but will also help a lot of children get the hearty breakfast they have been missing.
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