Kellogg's calls in Six PR to help launch youth cereal Krave

The Kellogg Company has called in Six PR to help launch a cereal targeted at young people.

New cereal: Krave
New cereal: Krave

The youth marketing specialist, which is part of Lexis PR, will work alongside Kellogg’s in-house team to launch Krave, developed for 16- to 25-year-olds.

Head of Six PR Liz Bendall said the PR programme would attempt to create talkability among the audience by using word of mouth work, experiential activity and on and offline news generation.

The PR activity is part of a £4m integrated marketing campaign that includes advertising, digital work and sampling at music festivals and universities throughout the year.

The agency won the work following a four-way pitch, and has been appointed for six months.
 
Chris Wermann, Kellogg’s regional corporate affairs director for Europe, said: ‘Krave is like no other cereal we’ve launched. The style of the brand and the marketing is exclusively orientated around young adults so it will have that "my brand" feel to it.  With this in mind we wanted to appoint a specialist agency that understands the media consumed by young adults.'

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