Company: Kellanova, Chicago IL
Company Description: Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Corporate Communications
 Nomination Title: Introducing Kellanova: A Bold New Era for a storied Corporate Brand
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
June 21, 2022
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 162 words used.
Our starting point: In 2022, Kellogg Company made a monumental announcement: a 117-year-old company with globally recognized brands would spin off its iconic North American cereal business, creating two independent, public companies, each with new identities and distinct portfolios in order to unleash each company’s full potential.
The challenge: The need to effectively communicate the rationale for the spin to all stakeholder groups and get buy in was of the utmost importance. The team needed to position the spin in a compelling way, building trust and confidence, while also maintaining the significant brand equity and positive reputation the company had built over more than a century.
The solution: Execute the most consequential transformation in company history – powered by a multi-stakeholder engagement strategy with an unwavering commitment to empathy-led, transparent communications delivered in a steady drumbeat over 17 months. The campaign also needed to honor the legacy of Mr. Kellogg, the visionary founder of Kellogg Company, while building excitement for the future.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 206 words used.
The June 2022 announcement was a pivotal moment to ensure stakeholder buy-in and set the tone for engagement throughout the transformation. In preparation for the announcement, the team developed and executed a comprehensive communications engagement plan, reaching each stakeholder group with tailored messaging and eye-catching creative, including infographics, an ongoing microsite and more than 100 different materials used to reach stakeholders in 80 countries.
Subsequent to the launch announcement, Kellogg Company maintained a steady drumbeat of authentic communications to stakeholders throughout the spin preparation process – even when there was no new news to share – delivering scale and impact.
The high-touch engagement approach continued for all stakeholders over the 17-month period, from announcement to the day the companies began trading separately, ensuring constant information flow. For employees, Kellogg Company delivered 12 global town halls, dozens of function and region town halls, 71 intranet articles, 38 videos, 27 CEO blogs, and hundreds of small group meetings – representing ~3x the typical volume. Kellogg Company also provided an ongoing AskUs email inbox to answer employee questions quickly.
For external stakeholders, leaders held ongoing meetings and conversations with community influencers, government officials, partners, union leaders, suppliers and more -- who continuously expressed support and appreciation for the transparency.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
- Employee engagement: Employee response following the spin announcement was 90% positive-to-neutral, according to data, and continued to trend positive-to-neutral until completion, tracking ahead of the expected change curve for similar transactions. Employees appreciated the proactive and transparent engagement throughout the transformation.
- “I’ve never accepted change very well. I’m confident that this change is best for our future.”
- Earned media engagement: Kellogg Company generated 4.33B earned media impressions over the campaign.
- Social engagement: Follower growth across corporate social channels increased by 14% during the duration of the spin campaign. Across the 17-month period, LinkedIn ads amplifying spin-related messaging generated over 1.2M impressions and Facebook ads generated 6.8M impressions. Day One YouTube Ads promoting sizzle videos of the new companies garnered over 2.1M impressions. Kellanova posts generated 12-15% of typical annual organic reach within two weeks.
- Community engagement: The Battle Creek community continued to be an important stakeholder group throughout the 17-month process and leadership held regular meetings with community members around key transaction milestones.
- “Thank you for the frequency and transparency of communications throughout the process. Count on us to continue to support the companies going forward.”
- Customer engagement: Throughout the process, customers expressed how seamless the transition was, citing that there was no disruption to their operations, despite considerable changes, and that the company was consistently transparent during the transition.
- “The BEST we have ever seen a separation or spin process go…so smooth. We can’t recall one hiccup or holdup along the way.”
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 248 words used.
- Microsite: The microsite was an effective resource and a “single source of truth” for all stakeholder groups throughout the process. On announcement day, the microsite generated 6K+ visits and continued to spike with an average of ~1,000 visits for subsequent spin milestones.
- Global brand reveal video & images: In March 2023, Chairman and CEO Steve Cahillane unveiled the new names, first to employees and then to the world, with an animated film featuring hundreds of employees. The new names were informed by research, inspired by more than 4,000 employee submissions, and tested with consumers in multiple countries. The global snacking company would be called Kellanova, and the cereal company would be called WK Kellogg Co. The company then unveiled the names to the world with a press release sharing the film, translated into multiple languages, and targeted social media content. To commemorate the occasion, OOH (out-of-home) activations were launched around the world, including in Times Square, NYC and Leicester Square, London.
- Day One images: Kellanova and WK Kellogg Co celebrated their launches on separate days in October 2023, with leaders ringing the opening bell at the New York Stock Exchange and conducting broadcast and print interviews, highlighting their excitement for the future. Brand activations continued outside the exchange, with NYSE banners, Kellanova-branded food trucks and sampling, and brand characters. Kellanova also held employee celebrations in offices and plants around the world and executed a social media takeover campaign, as well as paid media activations, including OOH.
| Attachments/Videos/Links: |
|---|
|
