Kellogg’s
BEAR NAKED GRANOLA
SOCIAL MEDIA AOR
THE CHALLENGE
Kellogg’s approached us to re-imagine the voice and creative appeal of their top granola brand, Bear Naked, as their new social media agency of record. With the COVID-19 pandemic happening, the brand was looking for a full refresh of their organic and paid content – with a new strategy centered around more relatable content.
THE IDEA
Bear Naked’s biggest differentiator from other granola brands is it’s bear brand mark, aptly named Kevin. While competitors pushed the stereotypical granola lifestyle (hiking, surfing, being outdoors, etc.), we focused on the ‘new normal’ of living and working from home during the COVID-19 pandemic.
Positioning Kevin as an actual member of the community, with relatable thoughts, feelings, and activities, we pushed the brand to speak to their audience of millennials and Gen Z’ers through memes, TikToks, and fan community features that focused on putting a more humorous and relatable spin on life in quarantine, while also emphasizing some of the core differentiators that Bear Naked Granola has to offer.
Over time we transitioned the brand beyond COVID by finding connection with the community around issues that mattered to them (and Bear Naked) from work life balance, being engaged at work, and healthy eating. All in a manner the community wanted to engage on each social platform.
