In the summer of 2019, ZEAL and Kellogg’s gave shoppers the opportunity to ‘Shazam their Crunch’ and be in with a chance to win a highly coveted prize with the purchase of a promotional pack of Kellogg’s Crunchy Nut – a Sony XB41 portable Bluetooth speaker.
 

Shazam is one of the world’s most popular apps, helping you to identify music that’s playing at the touch of a button. This exclusive partnership enabled Kellogg’s to offer a truly unique mechanic, championing the unmistakeable CRUNCH of Crunchy Nut. For this campaign, ZEAL created a never-before-seen mechanic; it is the first time a CRUNCH has ever been used to enter a competition!

1. 1. Scan the Shazam code using the Shazam app
2. 2. Crunch your Crunchy Nut using the Crunch-O-Meter
3. 3. Take a selfie using the filter
4. 4. Upload to Facebook or Twitter with the hashtag #CrunchyNutShazam
5. 5. Be in with a chance of winning!

By focusing on the CRUNCH and activating a sensory trigger, ZEAL delivered a stand-out campaign, achieving the objectives to drive sales, make a clear link between the two brands Kellogg’s and Shazam, and excite shoppers with the promotion.

ZEAL Senior Account Director, Colleen Rea, has been delighted to see packs hitting shelves:

“This fun partnership reminds shoppers of Crunchy Nut’s undeniable taste and our focus was to attract younger consumers to the brand. ZEAL developed a strategic on-pack promotional campaign with a unique social media entry mechanic which is sure to engage shoppers. We have loved bringing this campaign to life and are so excited to see how it delivers for Kellogg’s.”