Project Tupelo was the proposal of new honey inspired flavor for Corn Flakes. One of the most popular cereals in the United States, looking to expand their flavor profile and create an addition to the Corn Flakes family.
TARGET: WIC Consumers & HH with Children
Parents using their WIC benefits to satisfy their children’s wants and needs in a wholesome bowl of cereal. They are seeking a breakfast option that appeals to their little ones with both taste and appearance.
The caregivers are unsure how to spend their WIC, leaving 33% of benefits to go unused and $142 million on the table, annually.
INSIGHT: Purchasing Drive
Before designing the creative brief for this project, I conducted research through Kellogg’s internal database Ask Kiri on case studies relating to purchasing drive with consumers utilizing WIC benefits.
I found this would be pertinent information to include in the deck for partnering agency SGK ‘s design team during their design exploration.
After thorough research I began piecing the brief together adding the insights found — this included information on competitors, audits of successfully executed Honey flavored cereals, design parameters to inspire the creative team and a disruption tolerance tool to reiterate the importance of certain equities to be maintained.
Below is the finished deck that was presented to the agency to begin their exploration — the project is set to go live in 2023.
