Days ahead of the release of "Jurassic World: Fallen Kingdom," Kellogg released limited-edition Frosted Flakes and Keebler Fudge Stripes collector's boxes that include more than five minutes of exclusive behind-the-scenes content of the making of the film, according to PRNewswire.
The limited-edition boxes can be purchased exclusively on Amazon for $24.99 each.
- Kellogg is running other promotions simultaneously with nationwide retailers. These include boxes with promotions with a chance to free movie tickets and "Jurassic World: Fallen Kingdom"-themed popsicle molds. Other Kellogg and Keebler packages, available at retailers nationwide, will feature a unique Shazam code that unlocks interactive games and unique content.
Despite a growing market for cereals as snacks and desserts instead of breakfast food, sales remain soggy. Similarly, although the snack market is growing, people are turning toward healthier options rather than cookies and cakes.
In an effort to persuade consumers that a cold bowl of cereal is not too much effort to assemble in the morning and that cookies still have a place in their lives, Kellogg is working to reinvent these categories' images — literally. From limited-edition Unicorn Cereal to its latest Jurassic Park packaging makeover, Kellogg's strategy is to build anticipation around trendy products and capture attention by offering customers more than just a bowl of cereal or a cookie.
Kellogg’s "Jurassic Park" sneak peek is also clearly an appeal to nostalgia targeting millennials. The new products and promotions help remind them of the movies they grew up with in the popular dinosaur franchise — as well as giving them reason to come back to some of the foods they may have eaten at that time.
Since the limited-edition boxes are only available on Amazon, it’s clear the company is banking on the online giant's far reach to ratchet up the popularity of their cereal and cookies. In the first quarter, Amazon's grocery retailer increased its sales by 50% to $650 million, compared to a year ago. Snacks alone increased 38%.
This is not the first time that Kellogg has built upon the hype of an anticipated movie release. In 2017, the company offered "Despicable Me 3" tickets to customers who purchased certain boxes of cereal.
This is, however, the first time that Kellogg’s is asking customers to pay $24.99 for a box of cereal that can cost as little as $3.64 for a family size container. There is a good chance that tapping into the hype around this film will pay off, since its 2015 predecessor "Jurassic World" made a total of $1.6 billion at box offices worldwide.
The snack and breakfast manufacturer is also using promotions to get a wider age range of people into brick-and-mortar stores. Providing different promotions online and in-store is also an excellent way to persuade die-hard fans to buy more than one box of Kellogg products, as well as participate in both the digital and physical grocery experience.
Although customers likely don't traditionally view Kellogg's products as movie snacks, it could be a good way for the company to reinvent itself. In a time where more new products are being launched than ever before — with 21,435 introduced in 2016, according to the U.S. Department of Agriculture's Economic Research Service — trying to redefine categories shows that in the changing grocery world, Kellogg's has not given up the fight.