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Kellogg needed to grow brand love and demonstrate that cereal and milk packs a nutritional punch. However, parents are continually bombarded with nutritional messages.
Edelman research showed that families feel most under pressure in the morning, with many seeking new ways to make breakfast more enjoyable.
To overcome the multitude of nutritional market messages, Edelman set about creating an inspiring campaign to make the nutrition story fun and engaging for parents and children alike.
We set about finding a solution which was fun and light-hearted, and tapped into the huge craze for wearable technology as a way to inspire children to engage with cereal in a way they hadn’t done before.
Seven Spoof Inventions
We asked artist Dominic Wilcox to respond to our ‘techfast’ challenge, and he created seven future-facing inventions for us – one for every day of the first ‘back to school’ week in September.
The wacky, whimsical devices included: a cereal sogginess detector; a ‘robowl’ which featured a bowl affixed to a drone, a wearable device that amplifies the sound of rumbling tummies, and a hydraulic ‘Cereal Serving Crane Head’ device.
Media, bloggers and influencers from lifestyle, family, tech and innovation media were invited to trial the inventions for themselves.
A ‘Behind the Scenes’ film, including an interview with Dominic, told the story behind his thought process, creative inspiration and ‘cutting room floor’ sketches.
Media impressions across five markets
'Behind the scenes' video views
Over 300 million media impressions were generated across five markets, including an interview with Dominic on US talk show 'The Late Show', with host Stephen Colbert demonstrating the crane device in action.
There were seven million videos views across Europe of the 'behind the scenes' film, and the most video views ever for Kellogg's on the UK Facebook page.
The campaign was also the lead campaign in a Marketing Week feature on how brands can inject fresh sources of creativity into their communications.