Kellogg India Pvt Ltd has roped in Percept Out Of Home to handle the activation programme of Kellogg’s Heart to Heart Oats, a newly launched product in the ready to cook category. The activity, kickstarted in the month of August in Mumbai, Chennai, Bangalore and Hyderabad, will continue in the next phase as an on-going process on weekends. The activities were conducted in five outlets in each city, including big retailers like Total, Tesco, Hyper City and Big Bazaar.
The activation was conducted in retail with an objective of creating awareness about the newly launched product, to induce trials and encourage sales. Percept Out Of Home conceptualised an in-store wet sampling activation programme, which included the process of cooking oats in the store and sample it amongst consumers with the help of an electric induction stove. This was followed by free BP check-ups with digital BP machines and an interactive session through an interesting Cholesterol IQ Quiz.
Commenting on this, Sanjay Pareek, President, Percept Out of Home, said, “Modern retail is seeing lots of activity by brands and has become an important consumer engagement platform, and the Percept Out of Home retail team is poised to exploit this opportunity through brand engagements like Kellogg. This is the first time that we have been able to do a ‘wet sampling’ in modern retail.”