ZEAL’s first European on-pack promotion for Kellogg’s finally hits stores across the continent this week. The campaign, running across the entire Kellogg’s Krave/Trésor brand, leverages the run up to Halloween taking the brand’s consistent link to ‘Horror’ one spooky step forward. In the campaign consumers have the chance to Win Exclusive Krave Virtual Reality Headsets – EVERY HOUR!
The headsets, designed, developed and produced by ZEAL, use Google Cardboard technology to deliver Virtual Reality via any smartphone. They can be used instantly with any Google Cardboard app, many of which are designed to deliver scary 360 degree experiences.
Sarah O’Brien, European Marketing Manager Krave/Trésor, is thrilled to see the packs land in stores:
‘Krave consumers are young, cool and always on the lookout for the next exciting experience. ZEAL’s idea to offer VR Headsets as prizes gives us a really strong on-pack headline that fits perfectly with our brand image. The simple idea works across all our European Markets and has gone down really well with our key trade customers.’
The activity, managed centrally by ZEAL, is running in 9 different European markets: UK, ROI, France, Belgium, Luxembourg, Netherlands, Italy, Spain and Portugal. Each iteration has been adapted specifically for each market to ensure it features the right language and fits the local rules and regulations. Each country has the support of a tailored promotional microsite and a series of digital vignettes have been created to promote the campaign online.
Robert White, Planning Director at ZEAL, is proud to see the campaign become an Actual Reality:
‘It’s great that our first European campaign for Kellogg’s features cutting edge VR technology on one of the company’s most fun brands. The team have done a fantastic job working with Kellogg’s to make sure that the campaign works in all of the different territories and all the different languages. This is just the first in a host of similar campaigns that flex our global muscles, the whole area of international promotions is rapidly becoming a real point of difference for ZEAL.’