Kellanova

What they told investors

“the brand's strong growth and share performance is being driven by incremental innovation like the Sizzl'n platform in Europe or local flavors like seaweed in Asia and by very effective brand building, particularly its 360-degree campaigns around soccer and electronic gaming.”Steven Cahillane · 2021 Q3 · transcript

“Our What Would Pop-Tarts Do hashtag has shown up 5.7 billion times in TikTok and the brand has enjoyed more than two billion earned impressions this year.”Steven Cahillane · 2021 Q3 · transcript

“We are being disciplined on overhead and selective on brand investment, and we are carefully executing all levers of revenue growth management.”Steven Cahillane · 2021 Q3 · transcript

“To give you an idea of how relevant this brand is, our latest ad has generated nearly 40 million views on YouTube.”Steven Cahillane · 2021 Q3 · transcript

“Frosted Flakes accounted for most of the share decline related to pulling back on brand building and merchandising since Q4 last year, as we worked to maintain service levels and add capacity planned prior to the pandemic.”Steven A. Cahillane · 2021 Q2 · transcript

“Brand building investment, while up double digits against last year's delays, was up more modestly versus two years ago.”Amit Banati · 2021 Q2 · transcript

Say vs do

Cannot verify. In 118 statements from its leaders in interviews, 6 argued for investing in brand and 0 for cutting; the filed spend went no-filings.

Peers