Using Disruptive POS to Communicate Sports Partnership by Kellanova and Aire Global

This presentation covers the brief, design principles, the importance of an impactful key visual, and the Kellanova point of sale (POS) process. The brief was to "Put Kellogg’s back at the heart of UK culture by launching Kellogg’s Football Camps in 2024”. The goal was to create a POS suite that excites shoppers in-store and effectively communicates Kellogg’s partnership with the EFL and Manchester City.

At the core of this campaign is the key visual, which serves as the foundation of the POS process. This presentation highlights the elements of a successful key visual, such as bold imagery that captures attention, contrasting colours, and concise messaging, ideally limited to five words.

The presentation also demonstrates how the key visual is applied across POS items, including theatre concepts, FSDUs, pallet wraps, totems, and wobblers. Additionally, it explores how automation can streamline the production of materials for local markets.The presentation concludes with campaign results, highlighting that 1,295 POS materials were created, including both standard and theatre items, and an impressive 135,000+ QR code scans were achieved.

Originally presented by Georgia Kelly, Creative POS Project Manager, Kellanova and Neal Patel, Account Manager, Aire Global at the Autumn Shopper Seminar in Dublin on the 16th October 2024.