Riverbed has announced its appointment as the public relations partner for Kellanova South Africa (formerly Kellogg's), following a highly competitive pitch process.
The appointment marks a meaningful partnership between two purpose-driven organisations that share a belief in the power of creativity, empathy and connection to drive impact and inspire change, says Riverbed.
As part of the mandate, Riverbed will provide strategic corporate communications direction and support for the 'Kellanova Better Days™ Promise', the company's global commitment to advance sustainable and equitable access to food by addressing the intersection of wellbeing, hunger, sustainability and equity, diversity and inclusion (ED&I) for 4-billion people by 2030, adds the agency.
"This partnership embodies the kind of work we live for at Riverbed: purposeful, human and impactful," says Monalisa Zwambila, CEO of Riverbed. "The 'Kellanova Better Days™ Promise' initiative perfectly aligns with our belief that brands must care enough to earn their right in culture. Together, we aim to inspire meaningful change, improve lives and contribute to a future that's more inclusive and equitable for all."
For Riverbed, partnering with Kellanova, a company that's been nourishing families and communities for over 100 years in South Africa, represents an opportunity to deepen its impact in storytelling that matters. The agency's focus will be on curating reputational impact through ideas that authentically connect with people, deliver measurable outcomes and bring Kellanova's purpose to life in ways that belong in the everyday lives of South Africans, says the agency.
Riverbed's approach combines empathy, data and cultural intelligence to uncover the underlying humanity that drives people. This empathy-led, data-driven approach ensures that every piece of communication builds genuine relationships, promoting advocacy and emotional resonance that can’t be bought, but can be felt, shared and sustained, adds the agency.
Zwambila adds, "We believe that attention today is earned, not paid for. By finding the humanity behind every insight, we help brands build relationships that stand the test of time. Our work with Kellanova will allow us to create stories that not only shape culture but also make a tangible difference in communities."
Powering Differentiation Through Purpose
Kellanova's strategy of continuous improvement and purposeful differentiation mirrors Riverbed's own ambition — to partner with brands that are unafraid to challenge conventions, embrace purpose and pursue progress that benefits people and the planet, says the agency.
At the core of Riverbed's philosophy is "Earned Advantage" — the belief that when brands truly care and connect with people, they create an advantage that can't be bought but is instead experienced, shared and lived. This partnership is a reflection of that belief, a shared commitment to creating positive impact in everything we do, and to building lasting, empowering relationships between brands and people, adds the agency.
Together, Riverbed and Kellanova will continue to turn purpose into practice, stories into movements and connections into measurable impact, inspiring better days for communities across Africa, concludes the agency.
For more information, visit www.theriverbed.co.za. You can also follow Riverbed on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor