Kellogg’s: Brand Launch.

The Brief:

As the OG of breakfast time, Kellogg’s wanted to bring the excitement back to mornings.

To do this the iconic brand re-imagined its mascot, Cornelius the Cockerel, in 3D for the first time – showcasing his cheeky personality and abundance of swagger.

Kellogg’s wanted to amplify his makeover and drive brand fame to get people talking about breakfast time.

The Plan:

Heralding a new dawn for the brand (and Cornelius), Taylor Herring amplified the debut of the new look mascot with a three phase PR campaign designed to drive fame and make sure everyone knew there was a new-look bird in town.

Phase #1 The three phased campaign kicked off with the launch of the brand-new TV advertising campaign. To drive conversation and fame, we placed key assets with marketing trades and organised exclusive interviews with the VP of Kellogg’s Cereal, in collaboration with Framestore and Leo Burnett, the lead creative agency. The announcement spilled over into consumer titles, with coverage appearing organically in national newspapers in print and online.

Phase #2 The Kellogg’s Big Breakfast Audit. We surveyed the nation to reveal Brits breakfast habits and published the findings.

Phase #3 Created the UK’s largest weathervane featuring Kellogg’s iconic brand mascot, Cornelius. Unveiled at Ness Point, Lowestoft the most easterly, sunrise point in the UK.

The activation drew crowds as soon as it was installed, alongside 240 pieces of editorial coverage in print, online and broadcast, and cemented Kellogg’s reputation as an icon of mornings.

Results:

> 360 pieces of media coverage for the campaign, with 314.6M+ impressions, with highlights including Sky News, The Guardian, The I, The Times, The Telegraph, The Sun, The Guardian, Mail+ and Magic FM