WK Kellogg’s New Marketing Model Shows Promising Results
WK Kellogg is optimistic about the impact of its new marketing model thanks to early success with its largest brand.
The cereal company, now a standalone entity after Kellogg’s officially split into WK Kellogg and Kellanova last year, has refreshed its strategy to include more effective targeting. Initial efforts focused on Frosted Flakes led to dollar sales growing 1.4% for the brand — no small feat given the category’s ongoing challenges.
The model included a new ad campaign in the United States and Canada, with assets specifically designed for TV, digital, and social channels that improved targeting and grew reach to different cohorts, without added costs, said Gary Pilnick in a call with investors this week.
They leveraged in-store programming to highlight the brand and are more effectively using its internal data and analytics to drive store-specific insights; a new collaboration with footwear company Crocs included specially developed cereal, packaging, and shoes.
Also driving success: WK Kellogg stood up a new sales force in stores last fall, and they’re now “really getting [their] sea legs and creating those relations and driving the business forward,” per Pilnick.
Like many consumer goods companies, WK Kellogg is investing in supply chain modernization to maintain inventory levels and enhance resiliency. This includes meeting retailer needs through a range of pack sizes and culturally relevant product innovation for various channels and consumers, and Pilnick reported success across multiple channels.
“We recognize this is one brand, and we still have work to do as we transform our business,” he said. “But this is a great example of how we're executing our integrated strategy end-to-end across marketing, sales, and supply chain to drive positive business results.”
The company is exploring how to push this strategy to the other brands in its portfolio.
