Supporting the new product launch of Nutri-Grain Bakery Delights Crumb Cakes

Campaign Goals

Kellogg’s was launching a new product, Nutri-Grain Bakery Delights Crumb Cakes, and they partnered with Shopkick to reach and engage consumers across their entire purchase journey to build awareness and drive trial and consideration.

Shopkick Solution

Shopkick first introduced the product and grew awareness through pre-trip content. This content both educated consumers about the new Bakery Delights Crumb Cakes and encouraged shoppers to seek out the product in-stores.

Shopkick then used small rewards to drive consumers to the Snack Bar aisle, integrating both digital content and physical product engagement at-shelf. By rewarding consumers for seeking out Nutri-Grain Bakery Delights Crumb Cakes, Shopkick increased trial and inspired incremental, unplanned purchase.


The program built awareness among consumers previously unfamiliar with Bakery Delights Crumb Cakes. The program drove trial and converted competitive purchasers in-aisle, resulting in incremental sales, as 47% of purchasers had not purchased a Nutri-Grain product in the past year. 


Purchase conversion rate


Future purchase intent





Support new product launch

Build awareness

Drive trial

Retailer Distribution


Products Used

Lookbook, Scan, Promo Unit, Receipt Validation



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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.