How can we activate around our new vision statement?

The timeframe: 14 weeks

Context

Kellogg, one of the biggest food companies in the world, renewed its vision statement in 2021: "To create a good and just world, where everyone is not just fed, but fulfilled.". But how can this business, with brands from Morning Star foods to Pop Tarts, make this vision a reality? Their Global CMO wanted B+A to help her answer what should it focus on doing (and not doing) both with its current portfolio of brands and with new brands that it will bring into the Kellogg's family.

What did we do?

We dug deep into the history of the business and created a comprehensive timeline of how the business had got to where it is now, in terms of brand evolution, innovation, M&A, charitable giving, allied to the evolving external contexts it worked in. Then, armed with background, we used financial, quantitive and qualitative insights to build a box-plotted 2/2 tracking system that could measure Kellogg's brands’ proximity to its new vision.

What was the impact?

Our timeline was the most holistic, complete view the business had of its history, background and context - this quickly became an invaluable tool for marketing, innovation and culinary to aid understanding and decision making. The 2x2 turned out to be a highly provocative tool that marketing could use to drive forward sharper conversations around where its best, most achievable future should be.

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