Kellogg’s is taking consumer interaction to new heights with the launch of ‘Kellogg’s Town’, an innovative digital playground designed to enhance engagement and brand loyalty across Europe. Developed in partnership with Merkle and dentsu Creative, with Carat UK handling media buying, the immersive experience spans 23 European markets and is available in 16 languages.
At the heart of this virtual town lies an interactive, gamified experience that transforms how consumers interact with Kellogg’s products. Users can participate in activities such as ‘Shelf Shuffle’, a brain-teasing game featuring Kellogg’s brand assets, and ‘Crafting with Coco’, which encourages families to repurpose cereal boxes into creative items like birdhouses, wearable accessories, and seed starters.
Beyond entertainment, Kellogg’s Town serves as a strategic engagement tool, integrating first-party data collection through QR codes on cereal boxes. This initiative links physical purchases with digital interactions, enabling continued engagement via email and social media.
Phil Wilkinson, Senior Director of Omnichannel Experience & Commerce at Kellogg’s, emphasised the significance of the initiative, stating: “We’re delighted to create some digital playground magic in the breakfast space. The launch of Kellogg’s Town marks a really exciting time for Kellogg’s, as we look to expand our reach and drive engagement with our customers.”
The project exemplifies the power of collaboration within the dentsu network. Ruth Bucknell, VP of Experience Design CXM UK&I at dentsu, said, “Kellogg’s Town is the perfect example of how the dentsu network can come together to help our clients innovate to impact through creative design, seamless collaboration, and data-led strategy.”
Kellogg’s Town and the Rise of Immersive Brand Experiences
The introduction of Kellogg’s Town aligns with broader industry trends, as immersive experiences become a focal point for brands seeking to enhance customer engagement. This shift will be a key theme at the upcoming 2025 RTIH Innovation Awards, where technological advancements in omnichannel retail will be celebrated.
Scott Thompson, Founder and Editor of RTIH, highlighted the growing impact of such innovations, noting that the awards, now in their sixth year, recognise cutting-edge developments, including checkout-free stores, automated supply chains, on-demand delivery, and next-generation loyalty programmes. “Immersive experiences like Kellogg’s Town exemplify how brands are leveraging technology not just for novelty, but for real consumer engagement and operational efficiency,” he said.
As companies continue to integrate digital experiences into their brand strategies, Kellogg’s Town sets a benchmark for how immersive engagement can drive long-term consumer relationships. With ongoing seasonal competitions and partnerships, Kellogg’s is ensuring that its digital playground remains an evolving and interactive space, reinforcing its reputation as a masterbrand in the breakfast category.
