Kellogg's Canada makes treats for toys

November/December is a key treat making window where a number of food products entice moms to make treats with and for her kids. To keep Rice Krispies Squares on the preferred treat making list for millennial moms, Starcom needed to give her a new reason to engage — by launching "#treatsfortoys."

At its core, the program asked parents and kids to make a toy-themed Rice Krispies Treat and share a photo of the treat via social media using #treatsfortoys. Then, a real toy would be donated to the Salvation Army Toy Mountain holiday charity.

The campaign used a combination of print, video, and social media to build scale and ensure that moms across Canada were aware of, and engaged with, Kellogg's simple proposition: "Make a treat. Make a difference."

Seven videos were served sequentially to set up the program's premise and deliver fresh inspiration. Content@Scale, a dynamic ad builder, married the videos with hyper-relevant holiday baking content from top publishers in a single ad unit that scaled programmatically.

Starcom also created an inspirational keepsake eight-page holiday recipe pop-up booklet, distributed through Today's Parent magazine, and direct at shelf in grocery displays in key markets.

The agency also recruited social influencers to help bring the "Make a treat. Make a difference" proposition to life and jumpstart direct engagement with young moms via their blogs and a one hour Twitter party.

The program led to a 13% lift in web traffic versus the prior year.

In a declining category, where fractional growth can be a big win, Rice Krispies sales were up 3% in November and 9% in December with baseline (non-discounted boxes) velocities up 11% in December.