Kellogg’s has revealed a new visual identity for its cereal portfolio as part of a campaign to revive volumes, which have been impacted by changing breakfast trends and higher prices in recent years.
Cornelius the cockerel, Kellogg’s mascot since 1958, has been reimagined in a new integrated marketing campaign called ‘See You in the Morning’. The new 3D Cornelius will now feature across more of Kellogg’s cereals as part of a 360° full-funnel campaign for the Masterbrand. It will be supported by a £12m investment in the UK across TV, digital, social, OOH, retail and in-store.
The campaign debuted online yesterday with a 60-second film. TV activity will commence on 23rd December and roll out across the UK in January and Europe from February.
The heart of ‘See You in the Morning’ is the all-new Cornelius the Cockerel, which has been conceived and developed with animation by Framestore, the multi-Academy Award-winning studio behind films such as Paddington and Harry Potter.
The campaign was shaped by research which looked to “uncover the truth about mornings”. It found that everyone needs ‘you do you’ time when they wake up, and if they don’t get that, they start their day compromised.
The launch of social films from January, focussing on ‘you do you’ moments, will see Cornelius appear in various morning scenarios, engaging with different breakfast routines from kids rushing to school to couples sharing quiet moments. The social-first approach invites people to share their own personal morning rituals, which aims to drive engagement and create a community around the brand.
The campaign will tap into evolving viewing habits through a progressive AV approach and ensure messaging is relevant to consumers through advanced use of data and targeting. A wave of OOH advertising will also appear on billboards across Europe.
In retail, commerce activations across Europe will bring Cornelius and the new brand world to life, establishing Kellogg’s as the “original and the best breakfast cereal for everyone’s morning routine” and encouraging shoppers to interact with the brand while purchasing.
‘See You in the Morning’ is the beginning of a move from Kellogg’s in which its portfolio of cereal brands, including Cornflakes, Coco Pops, and Rice Krispies, will be advertised under the Masterbrand and newly-created visual identity. The company stated that the Masterbrand strategy has been designed to “recapture Kellogg’s category leadership, reclaiming its crown position on the shelf and in minds”.
Jenn Carkner, VP of Kellogg’s Cereal, commented: “Breakfast is deeply personal, and with See You in the Morning, we’re celebrating the unique ways everyone approaches mornings. This campaign brings Kellogg’s iconic status to life in bold and modern ways, ensuring we remain a trusted and loved part of the breakfast table.”
