The Brief

Urban Striker had to encourage sampling and boost sales of three Kellogg’s® instant porridge products:

  • Kellogg’s® All-Bran® 500g Instant porridge
  • Kellogg’s® Corn Flakes 750g Instant porridge
  • Kellogg’s® Corn Flakes 500g Strawberry Instant porridge



Urban Striker implemented a two-phase activation. The first phase was three large sampling activations at three Gautrain stations. Brand activators set up an enticing breakfast station where commuters could come and sample the new Kellogg’s porridge as they were making their way to work. Since the campaign was launched in winter, the brand activators were dressed in red winter gowns and slippers, to appear as if they were in the comfort of their own homes.

In the second phase, Urban Striker hosted in-store sampling activations at 66 Pick n Pay stores, 80 Shoprite stores and 24 Wholesale stores. Two brand activators were stationed at the entrance of these stores, with the Kellogg’s breakfast table, encouraging shoppers to sample the Kellogg’s porridge as they entered the store. There was another activator in the product aisle to push sales and recommend customers buy the product.


The total number of consumers engaged was 18 853 and 19 065 consumers sampled the product. 6 015 consumers purchased the product and 1 277 consumers were converted in the shopping aisle at the point of purchase.

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