Kellogg’s has been successful in increasing its market share in the ready-to-eat cereal category in India, particularly in the muesli and granola segment. The brand has taken a strategic approach by targeting time-poor consumers and promoting the nutritional value of its muesli range through a recent digital campaign with Indian actor, supermodel, and fitness enthusiast Milind Soman.
The leading producer of breakfast cereal in India, Kellogg’s, has enlisted actor, supermodel, and fitness enthusiast Milind Soman to highlight the nutritional benefits of the Kellogg’s ®Muesli line. The name of the three-part digital campaign, is where Soman demystifies Kellogg’s muesli line and what actually goes into making these products nourishing and delicious.
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Three products—Kellogg’s®Pro Muesli with 100% plant protein, Kellogg’s®Muesli with 21% fruit, nut, and seeds, and Kellogg’s®Granola Almond & Cranberries—are the focus of the films. Every movie emphasizes the presence of components that increase their nutritional appeal. For “campaign,” Milind Soman exhibits creativity by using films to dispel myths and address misconceptions about three Kellogg’s ® Muesli & ® Granola products. He highlights the inclusion of wholesome ingredients like a variety of grains, seeds, fruits, and nuts. While reflecting on the absence of undesirable ingredients like trans fat, cholesterol, and added preservatives.
The most recently introduced 100% plant-based protein muesli, as well as the 21% fruit, nut, and seed variant and the granola, almond, and cranberry variant, are all included in the portfolio. Peres claims, “Over the past few years, we have worked to develop the category by increasing consumer awareness of our products by persistently demystifying them.”
According to Peres, this has accelerated consumer adoption of the category, which Kellogg’s plans to keep expanding. The brand has targeted consumers who lack time and have a tendency to skip breakfast in order to spur growth. According to Peres, “We are interacting with these time-starved customers by providing them with a filling breakfast on hectic mornings so they can be at their best. Through a recent brand campaign that consists of three films conceptualized by Ogilvy India. The brand has enlisted Indian actor, supermodel, and fitness enthusiast Milind Soman to tell the tale of its muesli offering.
In the films, Soman, who is well-known for his fitness regimen, is seen debunking myths and dispelling misconceptions about the three granola and muesli products, including pointing out the lack of ingredients like trans-fat, cholesterol, and added preservatives that might be harmful to human health. “To look for one creative hook to bring out the insights about the consumption habits of Indians on the muesli/granola range,” Peres explains of the brief given to the creative agency Ogilvy India.
The agency, in turn, thought of putting the emphasis on the “wrong question” (galat sawaal). “While a lot of times people are curious about what a breakfast cereal meal constitutes, they sometimes tend to ask incorrect questions about it,” says Prem Narayan, chief strategy officer at Ogilvy India. The brand’s goal with this campaign was to cut through the clutter.
Develop clear messaging based on its demystification of food story. The goal of the campaign is “to demystify the category and raise awareness of the fact. That Kellogg’s Muesli range has “abundance of good” & absence of bad” ingredients.” Both the cereal category and Kellogg’s appear to be on a growth path in India. As evidenced by the brand’s two-fold increase in penetration in the ready-to-eat cereal category. As a result of Kellogg’s dedication to the muesli and granola category. The brand now holds a market share of more than 70% by value.
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Nobody ever claimed that altering consumer behaviour would be simple. Breakfast customs and preferences in India are extremely diverse and have developed over many generations. However, for any business, let alone Kellogg’s, breakfast offers a sizable opportunity. As an alternative to traditional Indian breakfast dishes, Kellogg’s has been steadily working to increase awareness. Its breakfast products like corn flakes, chocos, muesli, chocos fills, and oats. Consumers are switching from a single cereal breakfast to a delectable multigrain option. Which is causing the muesli category to rapidly increase in penetration. Unsurprisingly, the expansion has resulted in a rise in the number of brands. Vying for market share in the breakfast category and the healthy eating niche.
