Kellogg's Real Fruit Winders: Unwinding the effects of an integrated campaign - IPA Effectiveness Awards Case Study 2002

Brief Description: The Kellogg's Real Fruit Winders entry shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience - that went far beyond simple enjoyment of the product and gave kids the means to interact with the brand on a number of levels on their own terms. The paper also describes how an integrated approach can further enhance a brand's value, in this case pushing sales up to £21.5m in the first year. ;---(TAGS)--- Full Title: Kellogg's Real Fruit Winders : unwinding the effects of an integrated campaign ; Number: 2002/06 ; Brand Name: Kellogg's Real Fruit Winders ; Client: The Kellogg Company Of GB Ltd ; IPA_ProductCoding: Food (Snack foods inc. crisps, nuts etc.) ; Agency: Leo Burnett ; Author: Janey Bullivent, Gurdeep Puri ;