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.

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