Kellogg’s has planted people carrying a fridge in a suitcase on the London tube

By Jennifer Faull | Deputy Editor

July 22, 2015 | 3 min read

This week, London commuters will find themselves sitting next to people clutching a fridge disguised as a suitcase as part of Kellogg’s push to promote its Special K range.

In front of unsuspecting rush hour commuters, Kellogg’s ‘breakfast team’ are whipping out custom made mobile breakfasting units which are fitted with a fridge full of cold milk as well as compartments containing bowls and cutlery. They also contain spaces to hold boxes of cereal and a thermos flask and juicer.

Kellogg’s has pulled some of the reaction so far to create a short video promoting the Special K range.

The stunt builds on the momentum of last week’s announcement that it had signed TV presenter Tess Daly as the face of the brand. To revive waning Special K sales, Kellogg’s has moved away from dieting slogans has instead focused on trying to change consumer attitudes to health.

“With almost 1 in 3 adults missing breakfast every day, we wanted to show that even for people with the busiest lifestyles, there’s always time for a bowl of Special K cereal,” explained a Kellogg’s spokesperson.

The campaign was devised and executed by creative communications agency Taylor Herring.


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