Kellogg’s Lubyatovo Helps Kids With All Your Heart PDF
Kellogg’s local Russian brand, Lubyatovo, which offers a wide range of biscuits, crackers and ready-to-eat breakfasts, created a powerful social campaign that inspired Russians to do good deeds during Lent in a simple way. Lubyatovo pledged to donate meals to children in need for each product sold. As a result of the PR and digital campaign, 14 million meals were given to children in need (exceeding the KPI by 3 times). Kellogg’s Lubyatovo significantly increased sales of the special Lent series, strengthening its image and standing as a socially oriented brand and raising consumer and stakeholders’ loyalty.