Kellogg’s Crunchy Nut is one irresistibly tasty cereal and has a loyal following that would do nearly anything to get their hands on it. In fact, we’d already recruited 120,000 fans of Crunchy Nut Australia on Facebook who were actively ‘liking’ and commenting on posts. Kellogg wanted to do something that would both reward our Facebook fans as well as get them into stores to buy an extra box.

After listening to our Facebook fans’ stories of family and housemates (and even a burglar!) stealing their Crunchy Nut, our idea was to create a tool to help them keep their cereal safe.Turning the brand idea of ‘irresistibly tasty’ on its head, we set out to design a package that looked ‘utterly resistible’. Taking cues from budget No Frills packaging, we designed ‘Breakfast Flakes’ and printed it on the inside of the Crunchy Nut box.

We published the news of the Reversible Box and the instructions on Facebook, ensuring the secret was exclusive to Crunchy Nutters.