Kellogg’s launches £8.5 million TV campaign and new on-the-go options

Kellogg’s has grouped together its most iconic cereal brands in a £8.5 million TV campaign. 

The primetime campaign ‘Whatever you do, we do breakfast’ aims to show the diversity of Kellogg’s cereals, from the snap, crackle and pop of Kellogg’s Rice Krispies to Kellogg’s Coco Pops turning the milk chocolatey.

Running for 30 weeks from January, the advertising will feature Kellogg’s Crunchy Nut, Corn Flakes, Rice Krispies and Coco Pops.

Aimee Cowan, Kellogg’s activation brand lead UKI, says: “The new approach is aimed to celebrate the diversity in our range and showcase how there is something for everyone within the Kellogg’s portfolio.”

In a separate development, Kellogg’s is to move into portable granola smoothies and breakfast toppers to attract new shoppers looking for breakfast on the go.

The ‘Kellogg to Go’ range features a Kellogg’s Crunchy Nut hazelnut and chocolate granola smoothies bowl and a Special K protein granola smoothie bowl. They are designed to be the complete on-the-go breakfast solution, with a simple ‘just add water’ recipe.

There are also three portioned toppers: Kellogg’s Crunchy Nut hazelnut and chocolate granola, Protein Special K Red berries and All-bran berry crunch.

The granola smoothie bowls (rsp £1.59) and toppers (rsp 60p) will be available in stores from February.

The introduction of the new products follows data that shows Kellogg’s consumers are looking for easier ways to have an early morning bite, breakfast at work or eat at their desks. ‘Deskfasting’ makes up 12% of breakfast occasions.

Speaking about the target consumer, Cowan says: “We hope by tapping into cereal on-the-go we will open Kellogg’s up to a much broader demographic who are looking for the most convenient way to start the day with breakfast.”

Tel: Kellogg’s 0161-869 2000