Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Velliquette, Anne

Abstract

In recent years, cereal, the once classic and essential breakfast food has been losing its market share and overall sales in the breakfast category. WK Kellogg’s cereal brands include Frosted Flakes, Froot Loops, Frosted Mini Wheats, Special K, Rice Krispies, Raisin Bran, Corn Flakes, and more, yet their sales have been falling. They now face a challenge, as consumers become more cost and health conscious, how can cereal be made fun again? What ways can they engage with new audiences and further excite current customers? After conducting research, I have developed a creative brief and strategic pitch that include solutions to help WK Kellogg Co effectively meet the desires of younger generations.

Keywords

Creative Brief, Cereal, Strategic Pitch, Marketing Communication

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