Cereal brand Kellogg's is placing its best chicken foot forward with a new £12 million (converted to about $15.2 million) marketing platform that aims to re-establish the company in the U.K. and Europe.
The brand's iconic mascot Cornelius the Cockerel fronts the brand's latest campaign, titled "See You in the Morning," which was helmed by global advertising agency Leo Burnett.
Celebrating the brand's status as the "OG of breakfast," its new commercial depicts the green fowl as a fully developed character for the first time in fully-rendered 3D animation by Framestore, an Academy Award-winning studio that has worked on "Paddington" and "Harry Potter."
In a statement, Kellogg's VP Jenn Carkner explained how the campaign highlighted each person's unique and personal approach to breakfast in the mornings.
Meanwhile, Leo Burnett CCO Mark Elwood added that the addition of Cornelius is the perfect way to celebrate the legacy of the 117-year-old brand:
"We wanted to celebrate Kellogg’s legacy by bringing back Cornelius, the mascot, with all his original swagger, while giving him a fresh energy to connect with a new generation."
This marks the start of a multimillion-dollar Masterbrand strategy helmed by leading brand consultant Landor, which will eventually expand to include Kellogg's slate of brands, which includes other iconic offerings such as Rice Krispies, Frosties, and Coco Pops.
The campaign runs across TV, digital, social, OOH, retail, and in-store, with further rollout slated for early next year.
As Kellogg's faces increased scrutiny in its native U.S. due to health and safety controversies, the brand is doing its best to ingrain itself in other markets.
By investing in marketing and branding strategies helmed by reputable agencies like Leo Burnett and Landor, Kellogg's can reposition itself as a top cereal brand in other major markets.
With this renewed brand marketing strategy, the cereal giant is channeling its creative efforts toward a foreign market while it's recovering in the U.S.
Top of the Morning
A one-minute spot begins with a wide establishing shot of a European city in the early morning.
A '90s hip-hop-inspired track begins to play as regular citizens get ready for their day.
Suddenly, the ground shakes, thanks to the arrival of a gigantic Cornelius, who has grown to the size of a small building.
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Cornelius casually walks through streets of residential buildings, glancing and smiling at joggers, pedestrians, and residents, many of whom are having their breakfast.
With a running start, he jumps and flies up to the roof of a tall building, surprising a group of friends eating cereal.
The spot ends with him letting out a loud crow, signaling the start of the day.
Back in June, Kellogg's teamed up with celebrity chef and author Molly Baz, making her the first pregnant woman to be featured on a cereal box.
