Kellogg's Nutri-Grain: How advertising helped build Kellogg's franchise in a new category - IPA Effectiveness Awards Case Study 2000

Brief Description: Research showed that 70% of consumers snacked regularly or sometimes during the morning. Recognising the huge potential within the snacking and convenience market, Kellogg's developed a portfolio of healthy snacks. Within 3 years of its launch, Nutri-Grain was category leader with the brand exceeding volume targets by 27% and having a market share of 40% ;---(TAGS)--- Full Title: Kellogg's Nutri-Grain - how advertising helped build Kellogg's franchise in a new category ; Number: 2000/09 ; Brand Name: Kellogg's Nutri-Grain ; Client: The Kellogg Company Of GB Ltd ; IPA_ProductCoding: Food (Cereals) ; Food (Snack foods inc. crisps, nuts etc.) ; Agency: Leo Burnett ; Author: Janey Bullivant ;