Kellogg's has continued its 'story of the signature' campaign with a double-page spread which has been running in Sunday newspaper supplements.
The ad, created by Manchester's CheethamBell JWT, shows the original ink signature of the cereal brand's founder W.K. Kellogg morphing into its contemporary logo. The copy explains that he originally signed every box to "guarantee quality".
In February, W.K. Kellogg appeared as an animated puppet-style character as CheethamBell took the brand on TV.
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That puppet freaks me out. I'd be surprised that this story is particularly important to anyone other than Kelloggs themselves. Falls into the so what category.
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I like this. Granted, when brands run out of things to say, they do reflect on their heritage - but I think this is nicely executed. The texture of the paper is fantastic - the end line works perfect, the copy's good - and I don't mind learning a little about the brand.
I wonder how many times the team tried to get out of putting the logo bottom left? "but it's written MASSIVE across the whole ad???"
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Client writes the ad... literally.
"the end line works perfect"
"perfectly" ?
Grammar aside, it should work perfectly - it's probably been around longer than Kellogs.
Introspective twaddle.
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