Overview
Kellanova serves millions of families around the globe with quality food and authentic brand experiences. They knew that a data-led business transformation was essential to grow consumer engagement with their iconic brands.
-
1M
program sign-ups in the first 12 months -
40%
increase in operational efficiency through reusable systems -
93%
increase in return visits to the platform
The challenge
Heightened price sensitivity, driven by cost-of-living pressures, led many shoppers to opt for more affordable own-brand alternatives to Kellanova products. Kellanova needed to find a way to engage consumers that would prove their brands' premium value and grow their business.
They knew that data-driven, connected experiences were a must, but faced several hurdles:
- Fragmented consumer touchpoints: A nascent understanding of consumer preferences drove mostly transactional relationships.
- Seasonal engagement patterns: Quarterly campaigns relied on standalone platforms that engaged consumers only at specific times of year.
- Multi-brand coordination: Duplicated efforts across brands prevented optimization, shared insights, and best practices.
The approach
Using Adobe Experience Manager, Merkle created Poptopia and Kellogg’s Town, two web application-based immersive experiences that turn product packaging into gateways for games, promotions, and ongoing consumer engagement. The team delivered:
- Year-round brand interaction, replacing pricey seasonal campaigns with gamified, interactive experiences within a single platform to deepen connection.
- A connected pack strategy, using QR codes to bridge physical products and digital experiences.
- Premium value through personalization, with ungated content and customization justifying higher pricing.
- A scalable technical foundation, including a custom backend that powers rapid deployment across markets and languages and allows both platforms to share components for maximum efficiency.
The outcome
Kellanova’s connected experiences set a new standard for digital engagement in consumer goods, seamlessly blending entertainment, data collection, and brand building.
Engagement figures show that the experiences and strategy are resonating. Next up: enhanced features, new markets, and fresh partnerships designed to deliver richer, premium interactions for Kellanova’s quality-focused audience.
