Tag: Kellogg's

Singapore – Food manufacturing company Kellogg’s has appointed digital content agency Greenpark as its regional social media partner in Southeast Asia.  The partnership aims to accelerate Kellogg’s presence in the region, specifically in Indonesia, Malaysia, Singapore, Thailand, and the Philippines.

As Kellogg’s partner, Greenpark will execute engagement strategies that blend the brand’s global vision with localisation. While ensuring brand consistency, the agency also considers local preferences and cultural nuances in its approach.

The agency, leveraging market insights and expertise, aims to deliver impactful campaigns for Kellogg’s. Greenpark’s campaign strategies will be aimed at millennial moms and families, highlighting Kellogg’s health benefits alongside its taste.

As part of the partnership, Greenpark will also optimise its data-driven campaigns and integrate the audience’s search behaviour insights.

“Winning key accounts like Kellogg’s is a fantastic start to the year! I’m incredibly proud of the team. This success underscores our deep understanding of the evolving search landscape and our ability to create impactful content that resonates with consumers. We’re committed to delivering value by crafting content that truly matters and drives results for our clients,” Fe Husaint, managing director at Greenpark APAC, commented.

“I want to express my sincere gratitude to the Greenpark team. Despite facing holiday constraints and a tight deadline to launch in 2025, they delivered exceptional work with incredible speed and depth. This account ventured into new territory for Greenpark, yet their insights and understanding were profound. The team grasped our long-term vision for Southeast Asia with remarkable clarity and presented highly relevant solutions—exceeding our expectations,” Jessa Rena, Kellogg’s commercial lead, said.

Singapore – Kellogg’s has appointed Ogilvy Singapore to handle its creative mandate in Southeast Asia. Through the mandate, the agency is tasked at reshaping breakfast choices in a region where cereal consumption has plateaued, partly due to consumers “skipping and skimping” breakfast.

The scope of work includes the creation of three films, featuring Granola, Coco Galaxy, and Coco Fills – each laddering up to a single idea to build the Kellogg’s master brand. Additionally, Ogilvy Singapore has crafted key visuals (KVs) for each product, with adaptations for digital billboards, bus wraps, and in-store merchandising. 

The campaigns will run in Singapore and Thailand for Kellogg’s Granola and Coco Galaxy, and Indonesia for Kellogg’s Coco Fills.

Moreover, Ogilvy, in partnership with Hogarth, extended its network’s capabilities to ensure that this innovative idea was executed in diverse ways across the markets it served.

Jeremy Webb, vice president and head of content at Ogilvy Singapore, said, “This is the perfect demonstration of Ogilvy’s ‘borderless creativity’ – a powerful single big idea that will evolve and serve the brand over time, based on insights from multiple markets and executed with Ogilvy’s strong geographical network. Not many agencies can leverage their network in the way we did–and through this, we can deliver efficiencies, but more importantly, insightful and modern work that cuts through and drives business growth for our clients in APAC.”

Recognising the need for a unifying idea that transcends borders and resonates with diverse audiences, Ogilvy harnessed its network and research capabilities to uncover valuable insights into breakfast consumption habits. The resulting campaign tagline, “Your day is waiting, but first Kellogg’s,” encourages individuals to press pause before they embark on their daily routines, positioning Kellogg’s as the ideal breakfast companion.

Meanwhile, Hao Tran, commercial leader for RTEC SEA at Kellogg’s, commented “We were looking for a creative agency and in Ogilvy we found a partner who delivered on quality strategy, and strong client servicing. Plus, it’s always a delight to work with a team of passionate creatives. Together we came up with a powerful big idea, executed quickly and efficiently, that will support our ambitious brand growth across products, markets and over time. We hope this campaign will be the first of many.” 

Kuala Lumpur, Malaysia – Digital-first agency Lion & Lion has been appointed by multinational food company Kellogg’s to be its new social media partner across five markets, namely Indonesia, Malaysia, and the Philippines, as well as Singapore, and Thailand, as part of a retainer account.

The partnership will see Lion & Lion helping Kellogg’s elevate its social community presence through a unified social media marketing strategy. The agency will also oversee the market and category research to better understand the brand’s local audience, content planning and seeding, and the development of creative brand assets relevant to each market. 

Jeppe Carlsen, Lion & Lion’s managing director for Malaysia, shared that their responsibility is to drive consumers to see Kellogg’s as a necessity in their grocery lists by delivering the message of the flexibility of usage, the healthy nature of its products, and overall positive appeal to each member of the family. 

“We are applying our expertise in creating meaningful conversations with audiences to increase Kellogg’s brand equity in this mobile and social media-driven world,” said Carlsen. 

Sanjib Bose, the marketing director for SEA at Kellogg’s, explained the importance of the region to the company as a key growth market. 

He shared that they have been strengthening their capabilities in digital commerce with the right partners and are happy to have onboard Lion & Lion, Malaysia. 

“They bring together a strong team of experts with a deep understanding of the market and a tech stack equipped to deliver data-driven marketing solutions to build our brand profitably. We look forward to having Lion & Lion as our partner in our efforts to nourish consumers in Southeast Asia and build a unified and delightful brand experience for Kellogg’s across our social, digital, and e-commerce platforms,” said Bose.