CASSIES Bronze: Kellogg’s treat trade

Leo Burnett helped Rice Krispies boost holiday sales in successive years.
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This article appears in the March/April 2017 issue of strategy.

Bronze| Long-Term Success
Agency | Leo Burnett

Nothing says holiday season like treats, toys and giving. Kellogg’s managed to combine this holy trinity in its “Treats for Toys” campaign, created to help moms “Make a treat, make a difference.”
The holiday campaign encouraged Canadians to create and photograph a Rice Krispies treat, with the brand donating a toy to a child in need for every photo submitted.

Launched nationally in November 2013 and running each subsequent year, “Treats for Toys” was supported by a $2-million annual budget. The brand created a nostalgic, black-and-white 30-second video showing a mother and child creating a treat together. This was supported by print, online and social. In the second year, the brand released animated online videos featuring toy and treat characters.

Rice Krispies’ market share increased every year during the campaign, from 6.1% to 7%, outpacing the brand’s share increases for the rest of the year (3.7% to 4%.)

In 2015, the brand’s household penetration grew 0.8 points to 27.7%. Over the three years, the campaign delivered an extra $2.20 in sales for every $1 invested. Rice Krispies’ regular and promotional unit prices increased every year of the campaign while distribution remained unchanged.