Background & Objective 

With over 3 million in sales (as of December 2017), Kellogg’s® is one of the most popular food manufacturing companies in the world, known worldwide for its cereals, snack bars, and brands such as: Pringles, Cheez-It, Eggo, etc. 

In working with 3 tier logic, Kellogg’s® objective was to use the “Gas for Cash” promotion to create a sales lift for its cereal products and incentivize consumers to make repeat purchases. 

Key Deliverables

  • Drive sales lift
  • Drive purchase frequency

Strategy

3 tier logic used PLATFORM³ to create a microsite for the “Gas for Cash” promotion, which hosts various PLATFORM³ modules including Contests & Promotions, Purchase Receipt Validation, and Data Capture & Analytics.

Under the promotion, consumers purchase (2) two packs of specially marked Kellogg’s® cereal in a single transaction at any retailer in Canada to win a reward. 

Consumers can register on the microsite before or after making a qualifying purchase; after making a purchase, the consumer is required to take a picture of the purchase receipt and upload it on the microsite. If consumers register before making a qualifying purchase, they can easily log on to the microsite at a future time after they purchase the participating products.

Upon receipt validation, the consumers are rewarded with a $5 gas prepaid card. Consumers are also given the option to participate up to (5) five times and receive (5) five $5 gas prepaid cards, thereby driving repeat purchase and creating a sales lift for Kellogg’s®.

3 tier logic leveraged PLATFORM³’s Purchase Receipt Validation module to provide our client with a way to engage consumers on their mobile device, and the Data Capture & Analytics module to help our clients gain shopper knowledge from receipt uploads, giving them quick and clear insights into how their customers shop.

Program run date

July 6, 2018, to September 30, 2018.