B2B-Lead Generation für Kellanova (Pringles)
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Credits
Details
Kellogg's faced the strategic challenge that business customers had no way of purchasing directly from the company. Traditional digital channels and keyword spaces in the FMCG environment proved unsuitable for B2B lead generation, as they were almost entirely dominated by end customer inquiries. The goal was to develop a scalable, brand-compliant, and measurable approach to generating qualified business leads—without wastage and without diluting the brand in the end customer context.
The Jury‘s Statement
Where digital FMCG channels reach almost only end consumers, Kramer & Matt developed a B2B approach for Kellanova with its own search and brand logic. Rather than promoting products broadly, the strategy defines a specific business proposition, clearly separates B2B and D2C, and qualifies demand through intent. This clarity continues in the execution, from the keyword map to the entry point via the Pringles vending machine. Lead generation became a robust brand instrument for sales.
