Kellogg’s introduces a bold new look for its cereals, reviving Cornelius the Cockerel with a fresh twist.
- Kellogg’s invests £12 million in UK advertising, focusing on television, digital, and social media.
- The campaign, called ‘See You in the Morning,’ aims to connect Kellogg’s heritage with a new generation.
- Advanced animation techniques bring Cornelius to life, supported by a hip hop track in the ad.
- Ethnographic research guides campaign direction, emphasizing personalized morning routines.
Kellogg’s has undertaken a significant transformation of its cereal brand visuals, marked by the reimagining of Cornelius the Cockerel. Developed in conjunction with Leo Burnett, this initiative features a new 3D version of the iconic mascot. A substantial £12 million has been allocated for advertising in the UK alone, spanning multiple platforms including television, digital, social media, and in-store promotions.
The ‘See You In The Morning’ campaign, recently launched in the UK, is set to reach 150 million people next year as it expands internationally. Managed by Carat, the campaign seeks to tap into Kellogg’s rich heritage while engaging a younger audience. Mark Elwood from Leo Burnett emphasized combining Cornelius’s original charm with a modern appeal to cater to contemporary consumers.
Cutting-edge animation from Framestore, an Academy Award-winning studio, has been employed to breathe new life into Cornelius. The campaign uniquely incorporates ‘Jayou,’ a track by Jurassic 5, marking a first in advertising usage. This creative direction is informed by Kellogg’s most extensive ethnographic study across Europe. The findings highlight the personal nature of breakfast routines, and the importance of ‘you do you’ time in the morning.
The ‘See You In The Morning’ platform also includes a series of social media films, showcasing Cornelius in diverse morning scenarios tailored to personal preferences. The campaign seeks to embed Kellogg’s cereals, including Cornflakes, Coco Pops, and Rice Krispies, with a refreshed masterbrand identity.
Jenn Carkner, VP at Kellogg’s Cereal, pointed out that this effort aims to celebrate the unique ways people begin their mornings, ensuring Kellogg’s remains a trusted staple at breakfast tables. This initiative is part of an overarching strategy to reinforce the brand’s status with bold and modern elements.
Kellogg’s strategic revival of Cornelius the Cockerel through substantial advertising efforts marks a forward-thinking approach to connecting tradition with modern consumer trends.
