Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Kellogg’s – Give a Child a Breakfast

How Kellogg's launched a cross-title multi-media partnership with Trinity Mirror for its 'Give a Child a Breakfast' initiative.

Kellogg's launched a call to arms against childhood poverty with its 'Give a Child a Breakfast' campaign, donating two million breakfasts to less fortunate children in the UK; Kellogg's biggest CSR initiative.

Carat devised a partnership that ran across a range of Trinity Mirror's titles and platforms – both national and regional – to deliver a local, credible, campaigning rally cry against child hunger and raise awareness of Kellogg's Breakfast Clubs.

The eight-week partnership involved a mixture of advertorials and editorials, with articles from trusted journalists helping to underline the credentials of the campaign. Overall, Kellogg's more than met its objectives and the brand registered positive changes in perception among the readership of Trinity Mirror titles.

Key findings:

  • Awareness of the initiative among readers rose by +220% (from 20% to 64%)
  • There was a 50% increase in 'think more positively' about Kellogg's and 40% would consider purchasing as a result
  • 'Kellogg’s makes contributions to social / community programmes' - responses moved from 31% to 49% (+58%)
  • Press activity drove 5,854 social interactions, which was +134% above the target
  • Overall, two million breakfasts were donated

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