Better Days Activation
Kellogg’s is more than a leader in the food industry-it is a driver of change. Always at the side of those seeking balance and well-being, the company is committed to making proper nutrition and a healthy lifestyle a reality accessible to all. With the Better Days 2024 project, Kellogg’s reinforces its role as a promoter of positive change, bringing energy and inclusion directly to communities.
2024
Creativity
GOAL
Position the brand as a promoter of a healthy lifestyle through proper nutrition and physical activity, as well as the theme of equity. All while building a bridge between Kellogg products and the community.
Giving concrete meaning to the concepts of “well-being” and “inclusion,” which many brands garrison in a sterile way, and making them truly accessible to people.
“A better day is one in which people are fulfilled by what they eat, our planet thrives, and everyone has a place at the table.” Kellogg promotes not only a culture of wellness through food with a continuously improved nutritional profile and the world of sports (particularly basketball), but also addresses interconnected issues such as equity, diversity, and inclusion.
Idea
With sports and healthy eating, we transformed suburbs, schools and socials.
The campaign that, through the redevelopment of basketball courts, activities with children and youth and the support of great ambassadors, has made wellness and inclusion truly accessible to all.
Project Highligts
Restoration of five suburban camps.
Brand ambassadorship with champions Belinelli, Sottana and Papi.
PR with institutions, journalists, influencers and stakeholders.
Junior NBA sponsorship To talk about nutrition to tomorrow’s champions.
OOH In the main cities involved.
Events With specially designed activities.
Live coverage and content creation At different stages of events.
Risults.
Actions that penetrate the social fabric.
The campaign, through concrete on-field actions aimed at the community, hit the target of really bringing people closer not only to Kellogg products, but also to a healthy lifestyle that combines balanced diet and physical activity. The ambassadors’ contribution amplified on social channels the commitment to ever new Better Days.
