Kellogg's Nutri-Grain Campaign
Kellogg's Nutri-Grain has just launched an online campaign to bring back the office tea trolley, a much missed tradition in the UK.
The campaign has a dedicated micro site which allows visitors to create and sign an office petition, view campaign videos and even win a tea trolley for the office (along with Dan, the sexy baker) and a holiday for their boss.
With the British drinking tea even in the most ridiculous heat, I can't see the weather being a problem. This campaign is really taking off, being featuring on blogs across the world.
But the reason for this is unexpected... a particular fondness for the 'sexy baker' seems to be emerging online.
"I have no strong feelings about mobile snack trays, but this glorified Nutri-Grain evangelist is sizzling (so much hotter than his American counterpart, the break room bagel guy,)" one blogger said. "He can push my trolley any day of the week -- or at least stand around pouring me tea for an indecently long time before moving onto the next hungry cog."
The campaign has a dedicated micro site which allows visitors to create and sign an office petition, view campaign videos and even win a tea trolley for the office (along with Dan, the sexy baker) and a holiday for their boss.
With the British drinking tea even in the most ridiculous heat, I can't see the weather being a problem. This campaign is really taking off, being featuring on blogs across the world.
But the reason for this is unexpected... a particular fondness for the 'sexy baker' seems to be emerging online.
"I have no strong feelings about mobile snack trays, but this glorified Nutri-Grain evangelist is sizzling (so much hotter than his American counterpart, the break room bagel guy,)" one blogger said. "He can push my trolley any day of the week -- or at least stand around pouring me tea for an indecently long time before moving onto the next hungry cog."
Trend Themes
1. Reviving Office Traditions - The success of the Nutri-Grain campaign to bring back the office tea trolley highlights the trend of reviving old workplace traditions.
2. Online Campaign Engagement - The online campaign's success in creating a dedicated microsite, office petition, and social media buzz showcases the trend of increased online engagement for brand campaigns.
3. Celebrity Endorsements for Food Products - The popularity of the 'sexy baker' in the Nutri-Grain campaign points to the trend of celebrity endorsements in the food industry for increased brand appeal.
Industry Implications
1. Food and Beverage - The Nutri-Grain campaign demonstrates disruptive innovation opportunities for food and beverage companies to incorporate nostalgia and office traditions into their marketing strategies.
2. Digital Marketing - The success of the online campaign highlights disruptive innovation opportunities for digital marketing professionals to create engaging brand experiences and generate buzz through online platforms.
3. Workplace Culture and Employee Engagement - The revival of office traditions through the Nutri-Grain campaign presents disruptive innovation opportunities for businesses to enhance workplace culture and employee engagement by bringing back nostalgic elements.
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