Kellogg’s breakfast drive in Meru cabs

Kellogg’s, the leading cereal producer brand, is advocating breakfast in a huge manner in the transit mode. As part of the drive the brand has been promoting its Kellogg’s Muesli product in an interesting and experiential manner. The brand associated with Meru Cabs and executed an activity to provide breakfast meal to passengers in the cabs. The idea was to capture people who tend to skip their breakfast due to lack of time and engage them over a healthy breakfast in the cab. 100 Meru cabs in each of the four metro cities were branded with Kellogg’s “Anaaj ka Naashta campaign. The activity has been conceptualized by Kellogg India and executed and scaled up by Meru cabs and Dialogue Factory.
 
The hundred Meru cabs in each of the four metro cities where Meru operates are branded with Kellogg’s “Anaaj ka Naashta campaign and a breakfast kit, which is placed inside all cars, is handed over to early morning travelers in the Meru cabs.
 
The breakfast kit was designed in a manner that is convenient to eat on the move. The kit included one Kellogg’s Muesli breakfast pack, a deep bowl that is convenient to eat from and is spill proof, a 100ml milk carton, sugar, spoon and a tissue. Along with this, the chauffeurs were provided with hand sanitizers and a pair of scissors. The chauffeurs would sanitize their hands before passing the kit to the customer and the scissor would be used by the consumer to cut open the box and milk carton.
 
The 100 cars that are equipped with these breakfast kits are surprise cabs and the consumer will not be able to book a breakfast cab for themselves. If the customer happens to book a cab for pick-up between 5am – 9am, and if they are allotted a breakfast cab, and then a message would be sent to the consumer telling them that they will be sent a breakfast cab. Thus the breakfast cab acts as a delighter while engaging with them at the most appropriate time and drive home the importance of breakfast to kick-start the day.
 
The campaign’s initial challenge was that most passengers were skeptical to eat in a cab. However, the drivers were trained to encourage the passengers to eat on the move. The response has reportedly been positive and has resulted in a property now owned by Kelllog’s.