Kellogg’s has tasked iris Experience with aiding the launch of its latest cereal product, Krave, in the UK with a nationwide sampling campaign.

The first burst of activity will target universities from March before being rolled out to hit consumers at city centres and relevant events across the country.

The campaign will primarily target 18- to 24-year olds in line with Krave’s target audience and will see the agency visit 25 university campuses. Along with campus sampling and targeting student residence kitchens, iris Experience will also be supporting the Student Aid initiative to help build a link with the student population.

In order to reach a broader mix of consumers, the agency will be launching a mass sampling drive in city centres and at relevant events such as the Newquay Surf Festival.

Sample packs will be distributed along with communication material to drive consumers online across all sampling channels.

Nico Tuppen, joint managing director of iris Experience, said: “It’s great to be partnering with Kellogg’s on another brand launch and we are looking forward to helping build a longer term link between Krave and the young adult market.”

The campaign is part of a wider launch campaign by Kellogg’s for Krave.

iris Experience was appointed to Kellogg’s agency roster in November 2008.

Tags: experiential, win

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