Supporting the new product launch of Nutri-Grain Bakery Delights Crumb Cakes
Campaign GoalsKellogg’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 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.
ResultsThe 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