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Kellogg's Crunches Into the New Year With £10m Ad Campaign

Advertising Agency
London, UK
The campaign has been developed by Kellogg's in collaboration with its partner agencies, Leo Burnett and Digitas LBi

After a five-year break in commercial marketing activity, Kellogg’s has kicked off the New Year with a £7.5m investment into its oldest and most-loved brand, Kellogg’s Corn Flakes.

The cereal maker has launched a nine month TV and social media led marketing campaign, created by Leo Burnett featuring real fans sharing their perfect bowls of Kellogg’s Corn Flakes, to ignite the power of the iconic family brand and remind cereal fans just how much the UK loves Kellogg’s Corn Flakes.

The creative idea stemmed from the fact that in the UK Kellogg’s Corn Flakes is seen as the ultimate ‘much-loved’ breakfast cereal that everybody has their own unique way of enjoying, which has the potential to spark a nationwide debate on the perfect bowl. 

Real Kellogg’s Corn Flakes fans from across the UK have been recruited to star in the new ads,  sharing their ‘perfect bowl’ while reminding the nation the  simple pleasure of a bowl of Kellogg’s Corn Flakes can be a tasty option for the whole family.

Whether it’s the golden crunch with ice cold milk, making Corn Flakes cakes or adding fruit and honey, Kellogg’s goal is to get people talking about what makes their perfect bowl and ultimately to share their perfect bowl.

The campaign mark a new direction for the brand, as the  content is shot in a documentary style format featuring real people from all over the UK, reflecting the face of modern Britain. 

Gareth Maguire marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is the iconic cereal brand; everyone has a perfect way to enjoy their Corn Flakes and we are delighted these fans were happy to share their perfect bowls with us and the nation. And of course, we’re looking forward to hearing from loads more fans across the UK and Ireland as the campaign unfolds. 

“We’ve seen a huge change in what people eat for breakfast but cereal remains the number one choice in the UK. And as we have had a huge response from people who are very excited about this campaign across the nation it’s clear that we’re strengthening the relationship between consumers and our brands.

“After a long break, it is time for us to start talking about Corn Flakes again and there’s no better way of doing this than through the words of our loyal fans. In 1906 we were proud to create a food which changed the way the world ate breakfast and today, we’re excited to invest in a marketing campaign with fans who are proud to share their love for Corn Flakes.”

Chaka Sobhani said "It’s not hard to get the great British public talking about Corn Flakes, and all the different ways they love eating their perfect bowl. Trust me when I say it’s not just with cold milk, but we’ll happily hand over to our brilliant “cast” to tell you more. Airing from 6th January 2017, the ad will encourage a nationwide debate on the ‘perfect bowl’ of Kellogg’s Corn Flakes, with fans asked to share their own perfect bowl #myperfectbowl on social media".

Kellogg’s Corn Flakes Facts:

Launched in 1924, Kellogg’s Corn Flakes have a legacy for being a great start to the day.

The Corn Flakes mascot Cornelius Rooster made his debut on pack in the late 1950’s.

Kellogg’s Corn Flakes was the only cereal to be eaten aboard Apollo 11, the first lunar landing.

The cereal is produced at the Trafford Park factory in Manchester, which is also the largest

Corn Flake factory in the world – the site produces 34 million kg per year.

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