Marketplace
Reflecting a diverse marketplace
Overall, the number of commercial activations supporting Kellogg’s Better Days® Promise commitments increased by 47% between 2020-2022. We strive to meet the demands of diverse consumers to achieve our business goals and objectives. Inclusive business practices are about being culturally relevant and meeting consumers and customers where they are, wherever that might be. That’s how we help people feel not just fed but fulfilled. Being inclusive is about marketing and so much more: it’s about ensuring we have accessible, appropriate foods in our portfolio and creating the right go-to-market strategies to get our foods in the hands of all who want and need them.
We make that a reality in a variety of ways:
Integrating diversity and inclusion at every step of the process
In the North America region, Kellogg’s best-in-class marketing organization includes a Cultural & Inclusive Marketing discipline, which works to infuse diversity and inclusion is infused throughout the food marketing process, from development to advertising. For example, the team has evolved Kellogg’s Integrated Connections Process—the approach we use to develop meaningful and memorable Brand Experiences— to ensure that multicultural resources (including our Business Employee Resource Groups), insights and considerations are infused throughout to foster creative ideas that resonate with our diverse consumers and allow them to feel authentically “seen.” The process includes numerous touchpoints with brand teams, agencies, and cross-functional and research partners. The team also partnered with Cien+, a woman and minority-owned marketing firm, to develop and deliver a Cultural & Inclusive Marketing Accelerator with the purpose of building Cultural Intelligence within our Kellogg ecosystem. The holistic, integrated approach was important to ensure that all stakeholders understand the diverse consumers we look to serve and the importance of their inclusion in the strategies and plans.
Communicating authentically with our consumers
At Kellogg, we understand that having the right message reach the right consumer at the right time creates an opportunity for consumers to have the most meaningful engagement with the brand and drive impact. In 2022, we brought that to life in the U.S. with our On Moms’ Tables Aquí y Allá (“On Moms’ tables here and there”) multi-channel marketing campaign, which was built on insights about the connection generations of Hispanic families have had with Kellogg’s iconic products. The campaign came months after Kellogg was proudly named 2022 Marketer of the Year by the Hispanic Marketing Council, recognizing our “long-standing history of prioritizing the Hispanic market as a core marketing & communications strategy.”
Reflecting the communities we serve in the foods we make
We work hard to develop foods that our consumers connect with emotionally, which is why we look to regional cuisines and cultural celebrations for inspiration. For example, Kellogg Latina America recently launched its Panadería range of cereals in Mexico and Colombia, inspired by the continent’s rich baking heritage, and in the U.S. we launched limited edition NEON Pink Block Party Lemonade Pop-Tarts® in partnership with GLAAD to celebrate Pride month.
Ensuring our foods are accessible to as many people as possible
Creating a place at the table for more of our consumers—such as blind people and those with low-vision. We were the first company in the world to incorporate innovative NaviLens technology into food packaging when we launched it on select cereal packaging in Europe in 2020; in 2022, we expanded availability across our cereal range there and also became the first food company in the U.S. to introduce this feature on food packaging. This pioneering initiative resulted in a Best of Show award for Inclusive Opportunities and Universal Design at the prestigious PAC Global Awards packaging competition.
Staying accountable
Kellogg has extended our ED&I commitments to all our agency partners by requiring quarterly updates against key ED&I KPIs, including talent, creative, media, production, and supplier partnerships and spend. We attribute our agencies’ considerable progress towards our ED&I commitments to active participation in our cultural intelligence and unconscious bias trainings, and evolve our agreements with all our agency partners to include quantitative terms to accelerate use of diverse suppliers for both media and content production. This helps ensure we go beyond representation in front of the camera, and behind as well.