In partnership with Special K, Tess designed the dress with with help from Petra Storrs – the woman behind some of Lady Gaga‘s most memorable looks – in a bid to shift the brand from a diet cereal to a tasty choice as part of its ‘Live in Colour‘ campaign.
The celebrity ambassador’s first PR task was to create a dress out of 4,000 stalks of wheat, 1,300 almonds and 450 apples and wear it for the cameras.
On paper it’s a stunt that works. Generating coverage in the Express, The Drum and Digital Spy to name a few, the message is spreading far and wide. But, seeing as though this approach is almost a carbon copy of Magnum’s Henry Holland competition from last year – with a pinch of Frosties’ Anya Hindmarch partnership – I can’t give it too much credit. And let’s put it into perspective, Daly is no Usher.
On the outside Special K is attempting to encourage women to embrace a balanced diet, opposed to food deprivation, but digging a little deeper it’s clear to see that Kellogg’s has lost some if its crunch.
According to Q1 2015 results, Special K was blamed for a 7.7% drop in sales in Kellogg’s US breakfast foods. It’s also seen a fall in sales in Europe and Northern Russia.
So, what else can Tess do ensure she’s earning her fee and pushing the company further?
- Host a blogger breakfast event: To boost the brand’s PR reach, Special K could host an interactive media event bringing bloggers together to share a bowl of cereal and talk about the campaign. Accompanied with one-to-one interviews with Tess and a hamper of goodies to enable them to run giveaways on their sites, it’ll guarantee coverage.
- Live stream breakfast in the Daly-Kay household: Using live streaming app Periscope, Special K could sustain campaign momentum by broadcasting Tess enjoying breakfast with her family over the course of a week to show how it sets her up for the day. Enjoying a different product each morning, it’s a great way for fans to connect with her and show off the brand’s range.
- Write a healthy lifestyle feature for a target consumer magazine: Using Tess’ celebrity pull, Special K could partner with a leading magazine and secure an interview, feature or comment piece to talk about the campaign in more detail. It’ll not only gives them more freedom to showcase its product, but the bespoke content can also be replicated on Special K’s website post publication, and serialised via its social media channels.
What are your thoughts on the campaign – is it really special? Share your thoughts below by leaving a comment.