Kellogg’s – A Purpose-Driven Brand on a Mission to Redefine Nourishment

How the beloved brand leverages a passion for people and a customer-centric mindset to revolutionize their breakfast bowls

“First and foremost, I just want to say that purpose-driven brands grow faster than non-purpose-driven brands… So, at the heart of everything we do is being authentic and true.” These words were not spoken by the CMO of Patagonia or Toms, known principally for their social advocacy, but by the leader of the breakfast foods brand. Yes, you heard that right – breakfast. And which brand immediately comes to mind when you think of the first meal of the day? Kellogg’s does, of course. With its growing stable of on-the-go nutritious foods, no one understands breakfast or consumers better than this beloved brand.

When recently interviewed by Business Insider’s Industry Voices, Kellogg’s chief brand officer Charisse Hughes spoke passionately about purpose and people at the heart of Kellogg’s. “I absolutely love this company,” she says. “In 2020, we reasserted and reaffirmed our purpose, which is all about providing a seat at the table for everyone.” Driving momentum behind their brands, Kellogg’s successfully leveraged a holistic consumer data program to build on consumer affinity. “We asked [consumers] what role does food play in their lives? How can we be more relevant culturally? And doing all of that through our K-way of inclusive marketing.”

How does that play out in the crowded and competitive world of consumer packaged goods? Just as in banking, it means providing relevant products at the point of need. For example, understanding that families have hectic and harried mornings, Kellogg’s has just introduced the first-ever Eggo waffles that don’t require a toaster or toppings. “Mornings are tough for families,” says Joe Beauprez, Marketing Director with Eggo. “We heard from parents that they often sacrifice their own needs, like skipping breakfast, in order to make sure their kids get a great start to the day.” After all, it’s the K-way.

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Photos courtesy of Kellogg’s® Better Days