Kellogg has launched a communication – Breakfast Se Badkar – with an attempt of shifting in the brand’s strategic input from making product specific communications through a uniform master brand film which revolves around building the relevance of breakfast cereals.
The communication speaks about the insight on mothers/ caregivers always want to feed a little extra to their children so as to achieve that ‘little extra’. The idea of this communication is seeded in the fact that as our mornings continue to become more rushed, there is a lot of pressure to achieve more in the mornings, in school and during the day. One’s nutrition intake often misses the mark Kellogg’s film addresses exactly that. The film is a narrative on how breakfast is the sacrosanct fuel for the day and often just an extra spoon of Kellogg’s cereals provides the much needed ‘energy’ for everyday triumph.
Sumit Mathur, Director Marketing, Kellogg South Asia said, “As an organization, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We recently announced our ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as daily breakfast. We are also on a mission to drive a behavioural change in many urban Indian consumers who skip or skimp breakfast due to lack of time. The new Masterbrand campaign is our attempt to bring alive our purpose and drive this behavioural change. The film explains how breakfast is the hero of the morning to help children achieve their best that day and every day. This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘ek chammach aur’.”
Anurag Agnihotri, Executive Creative Director, Ogilvy said, “A mother usually wants her kid to eat just a bit more. We took this insight to mean that every time a mom says to her kid, “ek chammach aur kha lo”, what she actually wants is “to push a bit harder everyday”. ‘Ek chammach aur’ is the insight that has gone into Kellogg’s latest communication. The stories are told from the kids’ point of view. Engaged in some activity or sports, they charm the viewer by demonstrating what is it that mom means when she coaxes them to eat just a bit more. In the process, Kellogg’s is seen as a great option for every morning, a breakfast which is ‘Breakfast Se Badhkar’.”
Medianews4u spoke to Sumit Mathur, Director Marketing, Kellogg South Asia on the Brand film and Kellogg’s initiative on ways of eradicating malnutrition
How difficult as a brand it has been to convert Indians to move away from traditional Indian breakfast?
Firstly, we are not looking to replace the traditional breakfast.
In a country like India with such diverse food habits, any food player including a breakfast company like ours is not competing with just one thing. You are up against multiple products and categories. And hence, our aim is very simple. It is to understand that segment of audience which is nutrition seeking but time-pressed. We are a partner to such an audience in providing them with a convenient and nutritious solution.
Your communication is also talking about malnutrition, can you elaborate on this?
This is best answered by Mohit Anand, MD , Kellogg South Asia and that’s what the guiding light is for Brand ‘Kellogg’s. In his words – “We believe no child should face the day on an empty stomach, as morning hunger is the enemy of learning. A child’s future starts with a nutritious breakfast. It’s not just the most important meal of the day, but the most important meal in their life. Kellogg defines its purpose as ‘Nourishing India’s Potential’ and has promised to provide a ‘Bright Start’ to 100,000 children from the underprivileged section of society by 2022.”
The latest communication takes the purpose as the guiding principle and tries to bring about a behaviour change of skipping/ skimping breakfast.
How did you go about in briefing the agency and how did this idea materialize?
It all started with the purpose that we as an organisation believe and follow. We do it in the form of ‘Bright Start’ programme and hence it was only natural for us as the brand to follow this approach. And breakfast is not just important for one set of people, it’s important for anyone to start their day right and achieve what they set out for that day. This brings to the point on our mission for the brand to drive a behaviour change in many urban Indian consumers who skip or skimp breakfast due to lack of time. The core insight for our campaign was that breakfast is not just an important source of nutrition as we kick-start our day but means much more than that as it provides us the energy to be at our mental and physical best to achieve daily triumph. This is where we identified the campaign title ‘Breakfast se Badhkar’.
This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘Ek chammach aur’.
You have talked about ‘nourishing dreams’ and ‘food fortification’ how has this been translated into action?
India is facing a double nutrition problem of both malnutrition and obesity (highest under-weight and stunted children in the world and 2nd highest child obesity in the world). The problem is compounded by the fact that 70% of urban Indians skimp or have nutritionally inadequate breakfast. This is where Kellogg steps in. As a company founded on offering nutritious breakfast choices, Kellogg has always encouraged health and well-being. Fortified Breakfast cereal (combined with milk and fruits) is a great meal to fulfill one’s requirements of nutrients for the day. Over 70% of Kellogg’s cereals are at least a source of fibre and many are high in fibre and provide the goodness of whole grain.
A brief on the feeding program
In an attempt to address the issue of nutrition among children in India that occurs partly due to morning hunger and unhealthy eating habits, Kellogg has collaborated with two partner organisations namely The Breakfast Revolution (TBR) and Sesame Workshop India (SWI) to mobilize and engage communities and impact children positively. This programme called ‘Bright Start’ has so far catered to 5,764 underprivileged children primarily based in Maharashtra and Karnataka, with a nutritious breakfast fortified with protein, calcium, iron, vitamins and minerals. The programme aims to feed 100,000 children from the underprivileged section of society by 2022. We see this as the beginning of a movement and hope to reach many more children over time.