WK Kellogg collaborated with Crocs on co-branded cereal and shoes.
WK Kellogg is optimistic about the impact of its new marketing model thanks to its early success with its biggest brands.
This cereal company is now an independent entity. Kellogg officially splits into WK Kellogg and Kelanova last year revamped its strategy to incorporate more effective targeting. Early efforts focused on Frosted Flakes increased the brand's dollar sales by his 1.4%. This is no small feat considering the continuing challenges in this category.
The model includes new advertising campaigns in the U.S. and Canada and includes assets specifically designed for TV, digital, and social channels to improve targeting at no additional cost. We've been able to expand our reach to different demographics, Gary Pilnick said on a conference call with investors this week. .
They leverage in-store programming to highlight their brand and better utilize internal data and analytics to drive store-specific insights. A new collaboration with footwear company Crocs included specially developed cereals, packaging and shoes.
Also driving the success is that WK Kellogg launched a new sales force in its stores last fall and is now “really reaping the benefits.” [their] Build those sea legs, build those relationships, and move the business forward,” Pilnick said.
Like many consumer goods companies, WK Kellogg is investing in supply chain modernization to maintain inventory levels and increase resiliency. This includes meeting retailer needs through different pack sizes and culturally relevant product innovations for different channels and consumers, and Pilnick reports success across multiple channels. did.
“We recognize this is a brand, but we still have work to do in transforming the business,” he said. “However, this is a great example of how we execute integrated strategies end-to-end across marketing, sales and supply chains to drive positive business results.”
The company is exploring ways to extend this strategy to other brands in its portfolio.
