Kellogg’s Frosted Flakes has one of the longest-standing and popular mascots (Tony the Tiger) and taglines (“They’re Grrreat”) ever. But this latest generation didn’t grow up with the brand. So they weren’t convinced that Kellogg’s Frosted Flakes are Grrreat, and they didn’t connect with Tony the way their parents did.

A woman enters a door to a telenovela set and gasps dramatically. The camera zooms in on her and - like in the popular meme - a subtitle says. “[Gasps in Spanish]” The camera pulls back out to reveal Tony the Tiger stepping into the scene and delivering a bowl of Frosted Flakes to the woman. The woman takes a bite and smiles as the subtitle changes to “[Yum yums in Spanish]” And her gasp is now a happy sigh. An end card shows the Frosted Flakes box and Tony’s hand entering with a bowl as Tony says, “They’re grrreat” and a super says “They’re (that) grrreat!”

In the first few months, of Tony the Tiger popping up across the meme-verse, the campaign garnered just under 600 million impressions, drove an above-industry engagement rate and inspired people all across the internet to proclaim their love for our brand. We got them to imagine how our food could make the situations they encounter everyday, Grrreat, and ultimately succeeded in giving our brand, food and “They’re Grrreat!”, new life, relevance and meaning.