Sometimes you just have to swing your *cock around to show people you’re the best in town. *Cockerel that is. And in this case, it’s no other than Cornelius the Kelloggs Cockerel.
Oh yes, they’re back with a big brand push in partnership with Leo Bennett, to show all these new cereal brands who’s really the nations favourite cereal.
But why now? We’ve dug into the stats and research to give you behind the scenes insights into the war on cereals.
The market as a whole has been on a decline in the UK, especially with the rise in cost of living. This spurred own-brand cereals to become higher sellers than that of brands. Which apparently is really unheard of.
This has also been combined with new kids on the block like Spoon, Eleat, SURREAL and BEST (created by The Sidemen) who have all carved out a unique position in the market. With extra protein, health benefits, less sugar or just *celebrity status* to back them, it’s been a difficult time for heritage brands who can either pipe up or phase out.
Luckily, Kellogg’s have chosen the former, pulling out all the creative stops with their latest ‘See you in the morning’ campaign. Beautifully simple, impactful and memorable, the designs show off the heritage of Kellogg’s whilst playing into new trends with ‘The OG’ taking centre stage.
Mark Elwood, Chief Creative Officer at Leo Burnett UK, said: “Following true big-brand behaviour, we distilled the campaign down to Kellogg’s most distinctive assets and let them sing. The playful typography and Cornelius’s swagger create a confident, cocky, and fun statement that captures the essence of the brand. ‘The OG’ in the logo is a gift—it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal.”
Jenn Carker, VP of Kellogg’s Cereal, added: “This campaign celebrates everything that makes Kellogg’s iconic—our heritage, our assets, and, of course, Cornelius himself. By pairing vibrant creative with smart media placements, we’re bringing the playful energy of Cornelius to streets across Europe and waking up the nation to why Kellogg’s remains the original and best choice for breakfast.”
Let this be a lesson in how to keep up with the times whilst also staying true to your brand.
Need a bit of this for your heritage brand? Let’s talk.