Coco Pops: driving reach with recipe video

Everyone knows Coco Pops. What most people know is one bowl at breakfast, probably first eaten as a kid, and that is a single occasion for a product that sits in the cupboard all day. Coco Pops wanted new and lapsed households to find more reasons to eat it, in and out of the bowl and beyond breakfast, as an ingredient rather than a cereal.

Marion Grasby cooked with it, The Urban List made the case for the box

Two publishers carried the work. Marion Grasby, of Marion’s Kitchen, cooks for the everyday, relaxed Australian grocery buyer, and her audience comes to her for recipes. The Urban List reaches younger adults without children who love a treat. The campaign message, “Coco Pops Makes You Smile”, was written into each publisher’s own tone of voice rather than over the top of it.

Marion’s Kitchen made a premium video for realistic and relaxed grocery buyers with kids, built on a No Bake Coco Pops Cheesecake. Video did the work because this audience finds its recipes on social media, and video could show Coco Pops used differently.

The Urban List ran a national article and a reel, three recipes framed around the value you get from a box of Coco Pops. Both publishers shot the food fun and playful, using the distinctive yellow of the brand to lift it.

Second and third party data decided who saw the content. Grocery Shoppers with Kids, Kellogg’s Enthusiasts and Sweets Enthusiasts were the segments most likely to click through to the article. Delivery was national, 46 per cent of it in New South Wales and 21 per cent each in Victoria and Queensland.

The cheesecake video passed 1.5 million views

That was across social and digital channels. The articles drew 146,000 views, dwell time ran significantly above benchmark on both publishers, and The Urban List article held readers over 1 minute 29 seconds, 50 per cent above its own.

Lauren Maddocks, Brand Manager for Kids & Fun Brands at Kellanova, said the campaign “drove over 25,000 engagements with unprecedentedly high levels of positive sentiment”.

Only a cook could call Coco Pops an ingredient

Nothing about the cereal changed. What changed is where a shopper met it, inside a recipe from someone they cook with rather than inside an ad for cereal. Coco Pops could not credibly tell anyone it was an ingredient, but Marion Grasby could.

Views, dwell time, engagements and sentiment are what this campaign counted. Nobody counted a box leaving a shelf.