Kellogg’s:
Best Days
Kellogg’s and Oxxo team up for social and environmental impact
Following the strategy of Tiendas Flagship Oxxo and Kellogg’s Mexico implemented the “Better Days” campaign, seeking to generate impact in the store and communicate the program in an innovative way.
The Kelloggs and Zucaritas campaign consisted of food donations, 2 million cereal bowls, food waste and other initiatives benefiting more than 100 thousand families in vulnerable situations, connecting more than 30 Food Banks and avoiding the emission of 38.4 tons of CO2 emissions.
The store as a medium: an interactive and measurable campaign
The campaign included the Zucaritas pack that through a QR took the shopper to a website with more information and different materials were developed to communicate at key points of the store and the path to purchase.
The highlight was on the outside front, the store’s marquee where the campaign was communicated with a map of Mexico, a bowl of cereals and a giant QR that took the shopper to an Augmented Reality mobile experience. The user could see in AR from his mobile phone how Zucaritas grains filled a bowl of food.
The brand was able to measure the engagement in QR scanning and navigation in the different experiences, in pack and in the giant QR in the front of the store.
These types of Oxxo flagship initiatives are part of the common strategy between brands and the retailer to generate disruptive campaigns to the shopper using the store as a medium.
