Simple Breakfast Stories

It’s easy to make a simple story complicated.

The true challenge is to keep a simple story simple.

Kellogg’s story has always been a simple story, one of good grains, minimally transformed into great breakfasts moments.

But their brand had become overpowered by its sub-brands, lacking a unique visual language and message, making their story complicated.

Data revealed that consumers still perceived Kellogg’s as the true, authentic leader of their category giving us permission to leverage their iconicity to simply reclaim mornings.

We went back to what made Kellogg’s iconic: natural grain goodness that will start your day right. A story of minimal transformation inherent to the brand’s heritage: a simple journey from seed to bowl.

We created an outdoor campaign that celebrates this journey through a unique brand language, simply made of Kellogg’s historical iconic assets.

Nothing more, nothing less.

Owning breakfast through a language made uniquely of Kellogg’s historical iconic assets because only Kellogg’s can do this. We turned the brand assets into campaign heroes that create a real emotional connection with the viewers by reminding us of the simple joy that a bowl of cereal can bring to our mornings.

They became powerful storytellers that took our audience through the whole journey, from natural seed to delicious breakfast; an iconic solution for a simple story.

The keyword was simplicity. We made the most out of the Kellogg’s logo, liberating ourselves from typical logo usage, we used every single element of our most well known brand icon to become a character in our morning stories.

A simple story with one ingredient: the brand.

We placed posters around tube stations, targeting people on their morning commute reminding them of the simple joy that Kellogg’s can bring to our breakfasts.

They appeared in two iconic locations:

London Bridge, reaching 1 million commuters, as well as Piccadilly Circus as part of the Royal National Institute of Blind People’s WorldUpsideDown campaign. This campaign found an echo on social media, reaching 77% of UK population.

The campaign reached 77% of UK population, firmly establishing a new strong shift in master brand approach for Kellogg’s.

Overall, the campaign played out 9% more than paid for.