“Earn 3 Million KRW Just for Eating Breakfast?”—Nongshim Kellogg’s ‘Breakfast Job’ Sees 40,000-to-1 Competition
Creatrip Team
3 months ago
Nongshim Kellogg’s launched a viral online campaign called the “Kellogg Breakfast Job” that invites participants to try a high-protein morning routine. From Nov 17 to Dec 11 the brand will recruit 10,000 participants, all of whom receive a free ‘Protein Granola Zero Sugar’ sample, and will select 10 people for a 3-day breakfast routine challenge. Those 10 winners who complete the morning routine mission receive 3 million KRW each. Early sign-ups filled rapidly—week 1 and 2 slots closed immediately, with week 2 filling in five minutes—producing about a 40,000-to-1 application rate for some rounds. The campaign also held an in-person participatory event in Yeonnam-dong with a content creator named “Harry Potter,” drawing crowds. Kellogg’s marketing team framed the project as a way to promote easy, healthy morning habits amid growing interest in self-care and fitness. The promoted product, ‘Protein Granola Zero Sugar,’ claims high protein (about the protein of four boiled eggs per 100g) with no added sugar, aligning with consumer demand for high-protein, zero-sugar options.
