Kraft Heinz

Leverage Post Cereal’s Sponsorship with Major League Baseball

What was the brief?

Post Cereal had invested significant money in sponsoring MLB. The goal here was to drive incremental sales through an inventive in pack promotion.

What was the solution?

A cross functional team was created to manage this promotion including brand, consumer promotions, finance, operations, and sales.

Bobblehead dolls were “hot” in culture and in demand. We partnered with MLB on a set of custom bobblehead dolls with top players. And we put 22M bobbleheads in cereal boxes on a portfolio of brands, along with a £2.5M media campaign to support it. No small logistical feat here!

Did you make a commercial impact?

Post Cereal reversed share loss during this promotion time and the promotion was extended for a second year, this time including even more brands within the portfolio.

“One of my most trusted partners. Matt is a guy that can create a dynamic strategy and then deliver it flawlessly.”

Greg Guidotti – Head of Marketing, Oscar Meyer, Kraft Heinz