Kellogg ropes in Percept OOH as activation agency for ‘Heart to Heart Oats’

Kellogg India has roped in Percept OOH to handle the activation duties of its newly launched ready to cook product, Kellogg's Heart to Heart Oats.

The activation drive, which started in August in Mumbai, Chennai, Bangalore and Hyderabad, saw Percept roll out an in-store wet sampling activation programme in five outlets including big retailers like Total, Tesco, Hyper City and Big Bazaar in each city.

The wet sampling programme included the process of cooking oats in the store and sampling it amongst consumers with the help of an electric induction stove. This was followed by free BP check-ups with digital BP machines and an interactive session through a cholesterol IQ quiz.

The activation was conducted in retail with an objective to create awareness about the newly launched product, induce trials and encourage sales. In the next phase, the activity will continue an on-going process on weekends.

Heart to Heart Oats, the hot cereal by Kellogg's, claims to reduce cholesterol and maintain a healthy blood pressure level.

''The modern retail is seeing lots of activity by brands and has become an important consumer engagement platform. This is the first time that we have been able to do a 'wet sampling' in modern retail,'' said Sanjay Pareek, president, Percept Out of Home.

The retail vertical of Percept Out of Home handles work for clients like Daiken, Dell, Pepsi and Tips and Toes.