An increasing number of food brands have discovered the marketing power of a surprising pop-up store. Now, cereal manufacturer Kellogg's has jumped in with a Sydney-based breakfast bar.
The Kellogg’s Kawa Cereal Café opens its doors next week in Sydney and offers meals based on surprising breakfast cereal recipes. The first images and menus look promising: there is a salad with kale, spinach, green apple, poached egg and gluten-free Special K. Customers can also eat a toasted sandwich with banana, maple syrup, crispy bacon and Rice bubbles or a chicken burger in a Corn Flakes jacket with tomato, lettuce and chili mayonnaise.
The Café fits Kellogg's new "Open for Breakfast" campaign, which includes an interactive online platform with stories related to the Kellogg's products and where customers can ask questions or leave suggestions. The company hopes to inspire people to look at breakfast cereal differently: it feels its products offer more than merely a quick breakfast.