Generate the impulse on the digital shopper path
Sales of adult cereal bars are experiencing a real decline. However, they benefit from a promising market potential, snacking, whose turnover grew by 9% in 2016 to reach 740 million euros1.
In this context, Kellogg’s launched 3 references of Extra cereal bars in 2016 and 2017 (Chocolate, Cranberries, Honey) based on the strong reputation of Extra cereals (81%). Bars already reach 2.5 penetration points in 2017 and 43% re-purchase rate (Kantar data at the end of December 2017).
A partner since 2014, Kellogg’s has asked budgetbox to help it face three major challenges:
– Develop the penetration of Extra bars among a wider target of young adults looking for a gourmet and generous snack;
– Enter the consumption of the Extra bars in a “break” time;
– Rely on consumers of Extra Cereals to help them discover the bar version of their favourite cereals.
Cereal bars suffer from a lack of visibility, especially on connected routes.
Kellogg’s used budgetbox_Smart Recommendations on all connected routes. This format has allowed the brand to emerge in a world of snacking.
First, in “test & learn” mode, budgetbox identified the most relevant recruitment pools in terms of profitability and volume for the Extra bars before deploying the campaign more widely.
- 98% of contacts were allocated to recruitment.
- 86% of incremental sales.
- ROAS: confidential.
budgetbox offers solutions that really complement our national media plan, thanks to precise shopper targeting and a focus on connected paths. The good level of ROI of this campaign has allowed us to make several successive campaigns, and thus to refine with even more precision the consumers with the most affinities with our Extra bars.