Campaign: Special K Bliss

Client: Kelloggs

Partner: McConnells Fusion

Brief: McConnells Fusion came to Imagine to launch the new Kelloggs’s range of Special K Fusion bars. The campaign needed to target 18 – 35 year old trendy females who loved shopping and like to feel good about their bodies.

Solution: Imagine chose the ideal locations to sample the 30,000 Special K Bliss bars across the country from our extensive event location database. We liaised with the appropriate authorities to ensure that the planned activity could proceed. We stored the 30,000 in our warehouse and broke them down into the regional packs and distributed these packs to each of our regional hubs where our event co-ordinators managed the campaign locally. We designed and produced all of the uniforms for the campaign including shoes, trousers, belts, t-shirts and distribution bags. We executed the campaign on Thursday evenings to ensure that we could target our specific customer base at key shopping locations across the country.

Execution: 32 brand ambassadors distributed the 30,000 bars across 4 counties in 16 separate locations. We had a regional team co-ordinator in each location ensuring that the campaign was an absolute success. Finally, we combed the streets to ensure no litter was left behind.

Results: We received a fantastic response from consumers and also from our client. We were delighted with the campaign and were proud to deliver a full report to the McConnells team upon completion of the event.