Kellogg's bites down on SEA social strategy with Lion & Lion

Food company Kellogg’s has appointed Lion and Lion as its digital agency to develop its social media channels following a pitch. Lion and Lion will be under a retainer account and managing the social media across the markets of Malaysia, Singapore, Indonesia, Thailand, and the Philippines. The agency will assist Kellogg's in elevating its social community presence through a unified social media marketing strategy. For Kellogg’s, the approach involves market and category research to understand the local audience, content planning and seeding, and the development of creative brand assets relevant to each market.

"The objective is to drive consumers to see Kellogg's as a necessity in their grocery lists by delivering the message of the flexibility of usage, the healthy nature of its products, and overall positive appeal to each member of the family," said Jeppe Carlsen, Lion and Lion's MD. In this mobile and social-media-driven world, the agency will be applying its expertise in creating meaningful conversations with audiences to increase Kellogg's brand equity.

"We have recently seen an uptake in clients who find our regional hub and spoke model practical as we can deliver seamlessly as one business unit across the entire region," added Carlsen. MARKETING-INTERACTIVE has reached out for additional information. 

Meanwhile, Sanjib Bose, marketing director of Southeast Asia, the Kellogg Company, said Southeast Asia is a key growth market to the company. “We have been continuously building the right portfolio of plant-based nutritious products and future-ready capabilities to serve our consumers with delightful experiences in this market,” he said.

With the rapid acceleration of online media and shopping post-pandemic, Bose explained that Kellogg's have been strengthening its capabilities in digital commerce with the right partners and is happy to have onboard Lion and Lion as its digital agency for Southeast Asia. "The agency brings together a strong team of experts with a deep understanding of the market and a tech stack equipped to deliver data-driven marketing solutions to build our brand profitably," he explained. 

Last month, global metal detector manufacturer Minelab Electronics appointed Lion and Lion as its agency to launch the brand into the Indonesian market. The appointment saw Lion and Lion raising audience awareness of Minelab’s products and drive visits to the brand’s website for further inquiry. Minelab worked with the agency to create a go-to-market strategy that targeted consumers in a niche market. 

Separately, Lion and Lion bagged a slew of FMCG brands across Southeast Asia last year. Denmark-based international fruit drink brand Sunquick and Japan-based food company Glico APAC appointed the agency in July last year, following a pitch.

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