Kellogg’s celebrates 25 years supporting breakfast clubs with new campaign
The breakfast brand has donated over 25m bowls of cereal to food banks in the UK over the last year.
To mark its continued support for breakfast clubs up and down the country, Kellogg’s has developed a brand platform to highlight that everyone deserves a good meal in the morning.
In ‘Better Days Are Built on Breakfast’, viewers see a range of different families eating cereal while the voiceover states that some kids don’t wake up to something nutritious each day. The next scene in the documentary-style ad sees Kellogg’s doubling down on its pledge to help over a thousand schools feed pupils who need it.
One of those is Sacred Heart Primary School in Islington, which is part of Kellogg’s Breakfast Club network. John Lane, its executive headteacher, commented: ‘’Our breakfast club provides a lifeline to both the children who attend and their parents. We’re incredibly proud to have our school featured in Kellogg’s new advert and to showcase our amazing pupils.’’
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Karen Cunningham, whose previous work includes Barbie’s ‘Imagine the Possibilities’ spot, worked as the director on the project alongside creative agency Leo Burnett. The campaign will run from today in the UK throughout the rest of the year and will launch in other European markets shortly.
Mark Elwood, executive creative director at Leo Burnett UK, added: “Kellogg’s is trying to ensure that everyone can have the emotional and physical nourishment of breakfast. Through its Breakfast Clubs, it has fed 18 million people across Europe so far, which is just an incredible achievement, providing for those in need not only great breakfast but vital social connections and a positive sense of mental wellbeing, because better days are built on breakfast.”
Last month, Kellogg’s-owned Crunch Nut revealed a new salted caramel edition by reinterpreting the established ’the trouble is they taste too good’ tagline as a catchy ditty.
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