KELLOGG'S
SPECIAL K
«BACK TO
OFFICE»
KELLOGG'S
SPECIAL K
«BACK TO
OFFICE»
Special K accompanied Italians' return to the office with the "My Special Routine" media campaign: a multi-channel activity which, starting from the inimitable flavour of its products, inspired and supported consumers in transforming the good intentions of the beginning of September into good and healthy habits that last over time.
Integrated Project
Branded Content
Social
On Field Activation
Together with the creative concept, we developed a partnership with My Personal Trainer, a digital magazine that specialises in wellness. The project saw the development of a special publishing program with advertorials, videos and podcasts with the advice of expert tutors: from ideas for healthy nutrition, starting with breakfast, to daily exercises for staying fit and even mindfulness techniques to help best deal with the return to the office.
We also talked about the Special Routine online, with a series of social media content that conveyed the profiles of the brand and My Personal Trainer, and offline, through a sampling activity in Milan and Rome with distribution of over 26,000 bars. A 360° activation to inspire new habits with the inimitable flavour of Special K.
