The Kellogg Company, also known as Kellogg's, is an American multinational food manufacturing company best known for its cereal and snack brands, including Fruit Loops, Rice Krispies, Eggo, Cheez-It, Pringles, and Special K. Maxx Marketing and their client, Kellogg’s Canada, partnered with 3 tier logic to launch their national ‘Grocery For Cash’ gift with purchase program, exclusive to consumers in Canada and Kellogg’s cereal products. This was the first of seven programs Kellogg’s activated with 3 tier logic.

Program Objectives

• Drive purchases and sales

• Increase purchase frequency

• Improve brand engagement

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Kellogg’s ‘Grocery For Cash’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase two packs of specially marked Kellogg’s cereal in a single transaction from participating retailers, they are eligible to receive a $5 digital grocery gift card. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their digital gift card and instructions on how to redeem it. Consumers were able to validate up to five receipts to receive a maximum of five digital rewards.

With 3 tier logic’s marketing software, PLATFORM³, Kellogg’s was able to capture meaningful information about their shoppers’ purchasing behavior. The Data Capture & Analytics module provides information about consumers’ activity on the microsite throughout the promotion. Kellogg’s is able to use this data to make informed strategic decisions for future marketing promotions and increase sales, purchase frequency, and customer engagement.