New Year's resolution campaign proves popular, results in pair of sales records

At the start of 2009, our Special K brand encouraged consumers and employees to make a resolution to kick-start a healthier lifestyle in the New Year.

Thousands heeded the call, not only making the brand's Wake-Up Call resolution campaign a success, but also resulting in two sales records for the brand as well.

In the month of January, the Special K brand reached its all-time highest monthly cereal dollar share. The brand also experienced an all-time weekly high cereal share in the first full week of January.

"We're extremely pleased with the success of our Wake-Up Call campaign, which was our biggest campaign to date surrounding the Special K Challenge and the New Year's resolution season," says Jesper Lund Jacobsen, Brand Manager, Special K, U.S. Morning Foods.

The campaign centered around "wake-up calls" - moments that remind us it's time to kick-start a healthier lifestyle.

The campaign kicked off New Year's Eve in Times Square with large, Special K-themed billboards counting down to midnight. Several print, digital and TV ads complemented the billboards throughout the month of January.

"Approximately 9,900 consumers engaged our brand throughout the campaign and submitted their wake-up calls online," Jesper says. "We hope all who participated are well on their way to a healthier lifestyle in 2009, thanks in part to Special K."

Waking up a winner

As part of the campaign, Kellogg employees were also encouraged to submit their own wake-up call and take part in the Special K Challenge.

The employee with the most compelling wake-up call was slated to win a grand prize.

The Special K brand is pleased to announce the grand prize winner, Maria Valdéz, Account Manager, Little Brownie Bakers Sales, U.S. Snacks. Maria submitted the following wake-up call:

"Every time any of us children go home to visit, my mother comments on how we need to gain weight and add some meat to our bones. She then spends the rest of the time feeding us our favorite meals.

"On one visit, my mother comes to me and she says, 'My you're looking good. You are all filled out and chunky!' I knew I was tipping the scale a little too much if my mom thought I was 'chunky.' That was my wake-up call."