Brand Watch: Red Bull, Kellogg

a close up of a bookshelf

Red Bull Activates
at Kroger, Walmart


Kroger and Walmart enjoyed overlays to a Red Bull campaign that activated the brand’s sponsorship of the Red Bull Solo Q League of Legends tournament.

At Kroger, shoppers who purchased a Red Bull multipack in stores or online from Aug. 30 through Oct. 30 received a “Hextech Chest + Key” in-game reward for League of Legends, a video game developed and published by Riot Games. Shoppers redeemed the reward by uploading their receipts through a page within and linking their Red Bull and Riot Games accounts. In stores, floorstands merchandising the multipacks plugged the incentive, depicting QR codes linking to the redemption page.

Red Bull ran a similar incentive at Walmart, where shoppers who purchased a four-pack of 8.4-ounce Red Bull cans from Aug. 1 through Oct. 30 received a “Mystery Skin Shard” in-game reward. Shoppers redeemed the reward by uploading their receipts to a page within, almost identical to the page for Kroger. Account-specific signs affixed to Red Bull SKUs (that earned secondary merchandising space on a pallet in Walmart’s Action Alley) plugged the promotion.

Both Kroger and Walmart incentives tied in to the brand’s national effort that centers on promotional 8.4- and 12-ounce cans that contain a code under the tab that shoppers could enter via to claim an in-game Hextech reward from Aug. 1 through Oct. 30. Redemptions also provided entry to a sweepstakes awarding a trip to the Solo Q 2021 global finals in Germany, a branded computer, an AOC monitor, as well as a mouse, keyboard and headset from SteelSeries. (AOC and SteelSeries co-sponsor the tournament.)


Kellogg Touts
Its Midwest Roots


Kellogg Co. is shining a spotlight on its Michigan suppliers and sustainability efforts through a campaign with Midwestern mass merchant Meijer.

A “Rooted in the Midwest” promotional page within showcases Kellogg’s “deep roots in the Midwest” by highlighting short biographies on Michigan farmers and suppliers Justin Krick and Mike Milligan. The page positions Krick as a sixth-generation farmer who (with his family) manages a 1,200-acre farm in Frankenmuth, Michigan, which grows wheat for the manufacturer. Milligan is a fourth-generation farmer helping manage 4,000 acres in Michigan’s Thumb region, where he grows white winter wheat found in some Kellogg’s SKUs.

The page also hosts a 40-second video depicting Krick eating Kellogg’s Frosted Mini-Wheats with his dad and great uncle, and communicating the importance of taking care of the land to keep it prospering for later generations. 

In stores, the “Rooted in the Midwest” message appeared alongside an image of Michigan farmland on account-specific endcap headers. A feature in Meijer’s Sept. 26 circular also plugged the same message while positioning both Meijer and Kellogg as Midwest-based companies that are “proud that local farms are a source of wheat for some of your breakfast cereals.”The campaign at Meijer is part of the Kellogg’s Origins program, which the manufacturer launched in May to provide farmers around the world with resources and education needed to improve their productivity while reducing greenhouse gas emissions and improving soil health. The program’s goal is to reach 1 million farmers with climate, social and financial resiliency programs by 2030. Both Krick and Milligan appear briefly in a video posted to Kellogg’s YouTube channel promoting the program.