Kellogg’s wanted to speak to a diverse market, but ran into an uncomfortable truth. Its own marketing team didn’t know how to do it. It wasn’t a lack of will, it was a lack of tools. The real challenge wasn’t out there, it was in house.

My role: Senior Copywriter. I wrote the concept, the territory narrative and the copy across the eLearning program and the workshops.

That’s how the concept “A Place at the Table for Everyone” was born, a territory that gave the K brand a face and a heart, surrounded by real people in all their diversity, families, cultures, abilities, and generations. Everyone with a seat at the table.

But the idea didn’t stop at visuals. An internal eLearning program was built to teach Kellogg’s team how to understand and integrate diversity and inclusion into the way they do marketing. That’s also where the PITA (population, incidence, time and amount) methodology came from as a practical tool that lets every brand in the portfolio truly seize the opportunity within its diverse consumers.

And to make sure the learning didn’t stay locked in a platform, live Accelerator Workshops were added, led by our team, taking the theory into real brand cases.

As a result, Kellogg’s didn’t just learn how to speak to a diverse consumer. It built the internal capability to do it right for the future with strategy, with data and with respect, brand by brand.