Kellogg’s On-Pack Promotions: Case Study
Kellogg’s On-Pack Promotions
Kellogg’s is the world’s leading cereal company producing more than 1,600 foods in 21 countries which are sold in more than 180 markets. PromoVeritas began working with Kellogg’s in 2014 on small scale digital promotions.
We now provide promotional advice and digital support to their activation teams and their agencies for all of Kellogg’s cereals and Pringles global activations on and off pack and have worked on over 150 promotions together.
What we do
We have provided Kellogg’s with all types of services associated with running overseas promotions – from drafting Terms & Conditions to registering promotions in multiple countries in accordance with local laws. We have also developed a series of Legal Reviews – snapshots of the different markets Kellogg’s may wish to run a promotion in – that advise on the different rules for different mechanics, the costs and the difficulties that may be encountered. Our Legal Reviews make it simpler for a brand to determine which countries and types of promotions are worth pursuing.
On the operations side, PromoVeritas have been useful in providing Kellogg’s with system development by building APIs to securely and compliantly run their winning moment promotions. We also administer winner selection for Kellogg’s – choosing random winners for prize draws and judging large-scale competitions ensuring they are fully compliant with the rules on independent winner verification that most countries must adhere to.
The PromoVeritas Touch
“Working in promotions that run across multiple territories is always a challenge, especially when the laws are constantly changing. Working with PromoVeritas gives us the confidence that we are always up to date with any modifications and that our promotions are legally compliant. Over the years, they have allowed us to open our promotions to an extensive number of territories permitting economies of scale in the planning process, given invaluable insight to our promotions team and providing our lawyers with different points of view as promotional legal experts, allowing us to make more informed decisions.”
Paloma Villavicencio, Senior Brand Activation and Promotions Manager, Kellogg’s EMEA
“We have entrusted Promoveritas with our growing digital needs for several years, spanning across our entire brand portfolio at Kellogg. We execute a minimum of 4 CI’s per year within our Salty Snacks category alone, working within the FMCG industry, our digital needs often require a customised approach to the challenges we face which include ensuring we are legally compliant across all 43 of our markets across Europe. Our partnership with Promoveritas means we are able to continuously react and adapt to those challenges, which in turn helps us grow as a business. I would have no hesitation in recommended Promoveritas services to any brand with ambitions to succeed across Europe.”
Frankie Wilson, Brand Manager Partnerships & Promotions