Kellogg's Gets Naughty In An 'After Dark' Campaign By VML

Kellogg’s and VML have tapped into current late-night eating behaviours with a new campaign that encourages Crunchy Nut fans to snack on the sweet golden flakes when they have the munchies late at night.

‘Midnight Spooning’ is a multi-platform digital campaign inviting consumers who are over the age of 18 to enjoy their Crunchy Nut after-hours. The campaign is a tantalizing play to satisfy nutty after-dark cravings through a range of cheeky channels, which come alive between the hours of 8.30pm and 5am.

Phone, text and chat services enable consumers to indulge in a witty, one-on-one conversation with Crunchy Nut, while pre-rolls give users a glimpse into the nutty boudoir. 

Interactive rich media ads within Facebook allow users to call and text the chat line direct from the ad unit, with different campaign stories served based on gender and time of day.

The disruptive campaign celebrates Crunchy Nut’s quintessentially tongue-in-cheek brand persona in a whole new way, expanding the role of the product to those who aren’t always awake at breakfast time.

Credits

Client: Kellogg's

Marketing Director: John Broome

Brand Manager: Vanessa Bennett

Digital Marketing Manager: Nadeem Amin

Senior Brand Manager: Larissa Hreszczuk

Agency: VML

Executive Creative Director – Aden Hepburn

Creative – Chris Scott, Bevan Lewis, Jamie Muscat, Louise McQuat, Sarah Robertson, Tahlia Calvisi, Ben Ient, Welton Zal 

Planning – Dave Di Veroli, Mark MacSmith

Social – Matt Brown

Account Service: Mark Tovbis, Betsy Ligibel

Producers – Miles Scott, Matthew Roberts, Maree Frakes

Dev Team: Jeff Donios, Aaron George