Cereal giants Kellogg’s UK has invested £2 million into the launch of their new breakfast product Krave Milk Chocolate, according to how-do.co.uk.
Social media marketing is at the frontline of their campaign, with the official launch taking place on the Krave Facebook page which has over 80,000 followers.
The original Krave cereal was launched last year, and homed in on the youth market through an approach led by social media.
Chocolate has been added to the original recipe and Facebook fans can obtain free trial packs through an online sampling mechanic developed by digital agency CMW.
Social media agency, Eyeka, has been given the task of developing video content for Facebook, while Leo Burnett is producing a TV campaign for the cereal.
Krave brand manager, Laura Sutcliffe, said the firm wanted its “loyal Krave fans” on Facebook to be the first to hear about the product, “so we’ll be launching Krave Milk Chocolate exclusively to them,” she commented.
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