Kellogg Australia is hoping to tap into the zeitgeist for food porn on Instagram by inviting people to post their favourite combinations of cereal and yoghurt to social networks.
It has secured the services of ex-Masterchef contestants Andy Allen and Ben Milbourne to create a range of how-to videos to inspire different combinations of yoghurt and cereal.
According to a survey from Roy Morgan, 40% of yoghurt buyers mix cereal into their breakfast, a percentage Kellogg is undoubtedly keen to see rise.
Using the hastag #doublethegoodness, Kellogg is hoping that punters will be inspired by Allen and Milbourne's lead and start concocting their own creations to fill the feeds of their friends' networks.
Kellogg Australia has previously indicated a major push into content marketing, centring around its Nutri-grain brand, largely at the expense of its outdoor budget.
Marketers meanwhile are increasingly looking to Instagram not just as a source of social influence but as a source of content.
Starwood Hotels' vice president of marketing, Daniel Kerzner, previously told AdNews that it hoped to use social media users to generate content for its marketing into the future.
“It's not just about how many followers someone has, it's also about do they have stays [with rival hotel chains] they can generate towards Starwood, but the third component of that is can they actually generate content for us?,” Kerzner asked.
“If you think about creating Instagram content, video, or whatever it may be, we like to identify guests that can help generate content.”
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