Kellogg’s broke into the healthy snacks market with “Mini Breaks”. The product came in a novel format: small, convenient handbag-size bags. The objective of the brief was to use the launch to generate news and good reviews in specialist media and endorsement from opinion leaders.

Journalist and people in advertising tend to eat unhealthily between meals, usually while sitting at the computer. In Spain they eat filled rolls (bread and ham), which means a generous supply of crumbs that make their way into the computer keyboard.We sent out a personalised mailing to journalists and opinion leaders telling them they’d gone into the Guinness Book of Records as the person with the most crumbs in their keyboard. We sent them a personalised and framed Guinness Certificate, along with Mini Break samples for them to try a healthier and more natural way of eating between meals - and with fewer crumbs in the keyboard (after all, they were already world record holders).

The telemarketing and the monitoring of the media revealed a positive reception. Just to what extent it was positive can be seen in the fact one of the most important media based the Mini Breaks launch and communication on the mailing that we sent out to journalists.