Case Study: Kellogg’s and ShopRite
Educating pediatric professionals and parents about the nutritional value of cereal & milk, while simultaneously adding value—and driving sales—at a key customer account.
The Goal
Reach pediatric health professionals with education and brand promotion to support cereal & milk as a nutritious and easy-to-prepare afterschool snack for kids
Demonstrate how cereal & milk helps close the nutrient gap for growing kids
Support a key retail account with activation and engagement, both in-store and out
The Approach
Co-branded outreach to 1,500 pediatric professionals geo-targeted to ShopRite stores with an in-store dietitian
Nutrition education and ShopRite promotion delivered to >150K consumers through their own pediatric professionals
Educational kits for ShopRite in-store dietitians to fuel conversations with shoppers
In-store incremental feature/display to support a key Kellogg’s brand
Targeting
Pediatric professionals in general pediatric offices
Geo-targeted to match key retail locations—those practicing in proximity to ShopRite locations with an in-store dietitian
Content & Creative
Results
9 in 10 pediatric professionals rated the program valuable
Significant increases in perception and recommendations of cereal & milk among professionals
Highly successful promotion driving increased sales, market share and merchandising at ShopRite
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