Kellogg’s Squares: #TheRaceIsOn! Brand Activation


What Was the Brief?

We were asked to look at different projects where we could involve Kellogg’s Squares bars and decided that the student market was perfect for the product in question. The goal was to distribute more than 200,000 bars at four university campuses across the North; Liverpool, Leeds, Northumbria and Sheffield. The main focus was to engage the audience, driving both brand awareness and sales across local retailers.

What Did We Do?

We called upon our strong relationships within the UK’s University network and opted to team up with 4 leading universities for their Freshers fairs in January and February. After lots of creative brainstorming we decided the best way to engage the students was by using state-of-the-art sports simulators to bring the event to life. Amazon vouchers were awarded for the top 3 fastest laps from each university with the grand finale held at Sheffield university - where an Apple MacBook Air was the prize. Over the course of two weeks our team put their running shoes on and worked all four campuses, dropping off sample boxes of Kellogg’s Squares bars to student halls on site.

What Was the Outcome?

We distributed a grand total of 230,160 bars across the activation. We ensured that the Kellogg’s Squares branding was bold, consistent, on-message and at the core of everything throughout the event. The sports simulators were branded, as were pop up banners and sampling buckets, plus the merchandisers making the halls-drops were wearing branded t-shirts. All in all, the event was packed full of fast-paced fun, epic prizes and a whole lot of Kellogg’s Squares!

"The whole experience was surreal. Great fun and unlike any other freshers fair I’ve ever been to. I was so pleased to win £100 and would like to say a big thank you to all of the organisers and everyone involved.”