Our ‘Because Yum’ campaign is an initiative aimed at increasing consumption of Kellogg’s cereals by driving usage beyond breakfast via a host of short online films demonstrating their versatility. So far, this campaign has proved 3 times more efficient per pound spent on media compared to Kellogg’s average media spend and has prompted claimed behaviour change in respect of eating cereal as a snack and ‘tried new things’ with cereal at breakfast.