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Kellogg
In February 2006, Kellogg Company, the world's largest breakfast producer and leading provider of convenience foods, marked its 100th anniversary. Kellogg hired Ruder Finn to help generate excitement about the anniversary both internally among company employees and externally among consumers. As a company that has pioneered a number of important innovations in the food industry, there was a rich story to tell.
Ruder Finn partnered with Kellogg to develop key internal communications surrounding the anniversary. A special 100th anniversary web site was designed and written that operated as an "online museum" for consumers to view and interact. Additionally, the team targeted specific media to generate the most positive stories possible.
OBJECTIVES
- Generate excitement about the 100th anniversary on an internal and external level.
- Create materials that play off the company's innovations while reflecting Kellogg's bright future.
- Use the 100th anniversary to generate positive media coverage about the company.
PROGRAM
- Developed key messages and crisis communications for Kellogg CEO and other Kellogg spokespeople to help focus media on the 100th anniversary.
- Offered exclusives to Kellogg's designated top two target media – Associated Press and CBS Sunday Morning.
- Developed internal global communications to build anticipation for the celebration
- Developed a highlight reel about 100 years of Kellogg to be distributed to offices globally.
- Designed and wrote an interactive website to serve as an "online museum" for consumers, media and employees alike to peruse 100 years of Kellogg history.
RESULTS
- Ruder Finn secured positive feature stories about Kellogg's 100th anniversary on the Associated Press wire and on CBS Sunday Morning, Kellogg's top two targets.
- Additional positive media stories appeared in such media as The Tony Danza Show, USA Today, U.S. News & World Report National Public Radio, Detroit Free Press, Chicago Tribune and in broadcast affiliates and newspapers around the country.
- Total media impressions to date exceed 24 million.
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