Kellogg's has 'contemporised' its Corn Flakes brand in a new £10m campaign that sees a five-year consumer marketing hiatus come to an end.
The cereal maker has launched a nine-month TV and social media marketing campaign, featuring real consumers sharing how they eat a bowl of Kellogg’s Corn Flakes, be it with milk or even peanut butter.
The campaign marks a new, "more contemporary" direction for the brand, with the content shot in a documentary style format, featuring real families and friends across the UK.
Gareth Maguire, marketing director Kellogg UK & Ireland, said: “We’ve seen a change in what people eat for breakfast but cereal remains the number one choice in the UK. And we know from our research that Kellogg’s Corn Flakes are the nation’s most loved cereal brand. So with this campaign we hope to further strengthen this relationship between consumers and our brands.
“After a long break, it’s time for us to start talking about Corn Flakes again and there’s no better way of doing this than through the words of our loyal fans... we’re excited to invest in a marketing campaign with fans who are proud to share their love for Corn Flakes.”
The ads, created by Leo Burnett and DigitasLBi, launch on TV from Friday 6 January, supported by a digital and social campaign, to encourage a debate on what makes the ‘perfect bowl’ of Kellogg’s Corn Flakes.