Dynamic Marketing Communiqué

SPOONS. An everyday need for many! How did this campaign attain immense brand recall? [Fridays: Gorillas of Guerrilla Marketing]

July 3, 2020

Have you ever encountered someone who eats their cereal with a fork?

Of course not!

That would be weird.

Cereal is best eaten and enjoyed with milk, and the best way to do that is by using a spoon!

No wonder this multinational food manufacturing company used this consumer insight last 2014!


… is well known for its wide variety of cereals and other breakfast snacks.

Corn Flakes, Frosties, and Special K are just some of the many famous brands under the Kellogg’s product line.

Almost everyone is familiar with these brands. It helps that these can be found in supermarkets EVERYWHERE.

Even with their high brand recall, Kellogg’s didn’t slack off in their marketing efforts!

In 2014, Kellogg’s went the extra mile to make breakfast more fun for their customers.



Kellogg’s launched a campaign where for every 3 boxes of cereal purchased, you get a chance to avail of a FREE personalized spoon!

The 3 boxes contain 3 different codes and a link that will direct you to the Kellogg’s Spoon Workshop website.

All you have to do is type in the codes in the website and then you’ll get to personalize and claim your spoon!

When you’re on the website, you’ll be asked to choose the size of your spoon: 150mm for kids or 180mm for adults.

Afterwards, you’ll need to pick out which brand logo on the list of choices will be engraved on the edge of the spoon.

Once you’ve chosen the logo you like, you can then type in the name/s of your choice to be engraved as well.

They’ll also ask you to share a photo of your spoon on any social media platform and tag the Kellogg’s accounts.

Once you finish all the steps, your personalized spoon will be delivered to your doorstep!

Why was Kellogg’s guerrilla marketing campaign so effective?

The spoons served as a great marketing tool for the company.

Every time you use the spoon, you’ll be reminded of one of Kellogg’s top brands.

Not only did these spoons serve their purpose for eating cereal, these also helped Kellogg’s engage with their consumers and create a unique and fun experience!

They paired this promo with an effective social media campaign too.


The #SpoonSelfie campaign encouraged consumers to take a photo of themselves reflected on the back of the personalized spoons they received and share it on Twitter, Instagram, or Facebook while tagging the Kellogg’s accounts.

It no longer was just about receiving a free personalized gift with your purchase—you could now become a part of the community that uses the #SpoonSelfie hashtag.

The spoon giveaway left a great impression on the consumers.

Products with freebies often stick to people’s minds more compared to products that don’t have any.

The reason behind this is that people react positively towards freebies that they end up patronizing the brand or company behind it.

Kellogg’s was smart to include this as part of their strategy for marketing and selling more products.

It’s like hitting two birds with one stone!

The brands that Kellogg’s handles received a lot of exposure from this campaign and also provided people with a giveaway that complemented their products.

It was a creative yet strategic move.

Cereal box with a free spoon?

Definitely a good buy, considering spoons are what you need to eat your cereal!

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing is inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research

View All

You don’t have access to the Valens Research Premium Application.

To get access to our best content including the highly regarded Conviction Long List and Market Phase Cycle macro newsletter, please contact our Client Relations Team at 630-841-0683 or email client.relations@valens-research.com.

Please fill out the fields below so that our client relations team can contact you

Or contact our Client Relationship Team at 630-841-0683