KELLOGS INSTANT NOODLES
(generic brands)
Trade Marketing Strategy & Foot Soldier Activation
Kellogs (Generic Brands)
launch Kellogg’s Instant Noodles in Kenya using a hybrid strategy that combines trade marketing, in-store visibility, and a dedicated foot soldier force tasked with pushing penetration and building brand love.
Our role
Upturn Ark developed and executed a hybrid trade marketing and foot soldier strategy, including:
Territory-based outreach in retail, wholesale, and modern trade channels
Retailer education on product value, quality, and shelf appeal
In-store visibility tools: posters, wobblers, counter displays
Daily foot soldier tracking and reporting to measure impact
The approach focused on penetration, visibility, and trust-building from the ground up.
Notable Achievement
Upturn Ark successfully introduced a globally recognized brand—Kellogg’s—into one of Kenya’s most competitive and price-sensitive FMCG categories: instant noodles. The achievement lay not just in market entry, but in culturally localizing the brand while preserving its global essence. By leveraging a people-powered approach through trained foot soldiers, we transformed cold shelf presence into warm, consumer-facing engagement.
This hyperlocal activation strategy empowered us to:
Educate and win over retailers who were previously loyal to cheaper, entrenched brands
Position Kellogg’s as a value-for-money product rooted in both taste and quality
Capture attention on the street, at the shelf, and in conversations with consumers
Drive sustained retailer confidence leading to repeat orders and long-term listing opportunities
This case proves the power of fusing global brand equity with grassroots trade marketing, resulting in not just visibility—but trust, trial, and traction in a challenging, high-volume category.
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