New Hispanic Cereal Campaign Demonstrates the Importance of Creating Authentic Content

BATTLE CREEK, Mich., June 30, 2022 /PRNewswire/ — Cultural and Inclusive Marketing Director of Kellogg Company, Chelsea Jenkinsexplains why and how Kellogg is launching a campaign, “On Mom’s tables Aquí y Allá”” on Kellogg Company’s K-Social Blog.

A core facet of Kellogg’s™ Better Days global environmental, social and governance (ESG) strategy is our commitment to valuing all individuals for their diverse backgrounds, experiences, styles, approaches and ideas.

How we market our food is critical to how we express this commitment.

We have a huge responsibility to understand our consumers – to make sure they feel seen, heard and included when we advertise our food.

An idea we discovered recently is that our cereals have been on the breakfast tables of Latina mothers for generations in Mexico and United States. We linked this idea to the understanding that being bicultural today means that a person can shamelessly embrace both of their cultures.

The result is our Kellogg’s campaign, titled “On Moms’ Tables Aquí y Allá” (“On Moms’ Tables Here and There”). Our goal is to authentically capture the emotional connection that bicultural Latina mothers have had with our brands throughout their lives.

The campaign includes in-store advertising and a variety of digital content. We are all very excited about how it turned out. But How? ‘Or’ What we produced the content is what we are most proud of.

Consumers can see through advertisements that are not genuine or that simply tick a box. Simply having actors from a particular demographic group is not enough. The people making the ads need to be representative of the consumers we’re trying to reach and truly understand their audience.

That’s why we went to Mexico City to film our content.

The crew was entirely Hispanic, as was the talent. Everyone on set spoke Spanish; the actors gave real-time commentary, drawing on their own lived experiences at the breakfast table to further reinforce authenticity.

The place is fantastic. The nuances, the inflections, the cues, the body language – all of this drives that connection with the person looking at it so they can think, oh, they understand me.

Equity, Diversity and Inclusion is a very vulnerable space because a lot of people don’t feel comfortable talking about it. They don’t know what they don’t know – what’s offensive and what isn’t. That’s why we’ve put so much attention into this campaign: it’s important. Words and pictures matter. Positive and authentic portrayals reinforce cultures instead of perpetuating stereotypes.

I’m grateful that Kellogg continues to create space for people to have these conversations – both in our workplace and in our advertisements.

SOURCE Kellogg Company


Source link

Jenny T. Curlee