B2B-Lead Generation für Kellanova (Pringles)
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
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 communication usually takes place in an end consumer context, Kramer & Matt developed a distinct B2B logic for Kellanova. The strategy separates search environments, occasions and messages with precision and aligns the brand with concrete use cases in clearly defined sectors. With the Pringles vending machine as a commercially relevant entry point, a data-based intent analysis, and a clean connection of performance, content and AI visibility, the project established a system that brings brand management and lead generation together in a well-founded way.
