BATTLE CREEK, Mich.,
Dec. 18, 2018 /PRNewswire/ -- Kellogg
Company launched its ninth annual Diversity & Inclusion
Report, titled, Features. The report provides a
global overview of the company's Diversity & Inclusion
(D&I) efforts and accomplishments. In celebration of the report
launch, Jessa R., Category Manager, Kellogg's Southeast Asia, highlights one
Features story – a recent ad campaign recognizing
working moms in Thailand.
Today, nearly half of the working population in Thailand is female, the highest percentage in
the region. However, as more and more women enter the workforce,
they are often torn between spending time with their children and
striving to create a better life for their families.
Earlier this year, Kellogg's Southeast
Asia collaborated with J. Walter Thompson Singapore
advertising firm to investigate the motivations and aspirations of
working moms in Thailand. We interviewed local moms and found
that, while many were pressed for time throughout the day, mornings
are a particularly stressful time as they rush to get themselves
and their children ready. As a result, many working moms often skip
the traditional Thai breakfast of a warm rice dish.
Based on these insights, we created a special Mother's Day ad
campaign that celebrated working moms in Thailand and highlighted the power of eating
breakfast together as a family. The team took an unconventional
approach to the ad by featuring real-life employees and their
children. The ad was well-received and showed an innovative
approach to connecting with consumers on a personal and emotional
level.
The ad resonated around the world, receiving over six million
views, and recognized by global media outlets including Digital
Market Asia, AdAge, Ad Forum and many more. Be sure to watch our
Mother's Day ad here.
As Category Manager, Kellogg's Southeast Asia, I am proud to have worked on
such a powerful campaign. The insight is so strong and true – moms
are often superwomen, selflessly doing so many things for so many
people – they deserve to be celebrated on Mother's Day.
As the social landscape continues to change, more people are
choosing brands that connect with their values and lifestyle
choices. At Kellogg, we want to support busy working moms by
offering a convenient, yet tasty breakfast solution that helps
nourish their families and make every morning great.
Kellogg genuinely cares about its employees and consumers,
living its vision to 'Enrich and delight the world through foods
and brands that matter'. We not only make nourishing, tasty foods,
but we also tell heartwarming stories that strengthen families
around the world. I am proud to work for a company with heart and
soul and am honored to work with the many diverse, passionate
colleagues I have around the world.
For more stories like Jessa's and to learn more about Kellogg's
global diversity and inclusion efforts, click here to see the 2018
Features Report.
About Kellogg Company
At Kellogg Company (NYSE: K),
we strive to enrich and delight the world through foods and brands
that matter. Our beloved brands include Pringles®, Cheez-It®,
Keebler®, Special K®, Kellogg's Frosted Flakes®, Pop-Tarts®,
Kellogg's Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®,
Kashi®, RXBAR® and more. Net sales in 2017 were
approximately $13 billion, comprised
principally of snacks and convenience foods like cereal and frozen
foods. Kellogg brands are beloved in markets around the world. We
are also a company with Heart & Soul, committed to creating
three billion Better Days by 2025 through our Breakfasts for Better
Days global purpose platform. Visit www.KelloggCompany.com or
www.OpenforBreakfast.com.
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SOURCE Kellogg Company