FMCG / KELLOGG’S

CHANGING GEARS ON A GRAND SCALE

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ADVERTISING
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The Brief

Kellogg’s Nutri-Grain brand was feeling the squeeze from newer, healthier and more exciting challengers in the market (notably Mondelez’s belVita Breakfast Biscuits).


As a result the company decided to change the recipes for their breakfast bars and pack them with healthier, more wholesome ingredients.


Working in partnership with Kellogg’s lead digital agency, Isobar, we were tasked with creating an eye-catching campaign for the brand’s relaunch.

Advertising campaign positioning for Kellogg's Nutri-grain. Headline:

At the start of the project, research suggested that consumers did not see Kellogg’s Nutri-Grain as a credible breakfast option, and for these two reasons mostly:

- Unhealthy ingredients 
- Too small for breakfast

Our mission was to create a campaign platform that challenged this perception on both fronts.

Ad execution featuring a bull that is about to ram some animated ingredients into a Kellogg's Nutri-grain wrapper. © The Animo Group Ltd.

Next, we gave the ‘Best Bits of BRKFST’ a life of their own

Kellogg’s has a long and proud history of creating animated characters to represent their brand. However this lot were a little different.

They had a peculiar fetish for cramming themselves into tiny Nutri-Grain wrappers! And they would go to any lengths to do so.

Display and outdoor adverts for Kellogg's Nutri-Grain. © The Animo Group Ltd.
Print advert for Kellogg's Nutri-Grain. © The Animo Group Ltd.
London TfL platform billboard advert for Kellogg's Nutri-Grain. © The Animo Group Ltd.

And then we unleashed them on the world…

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A LOAD LIGHTER ON THE USUAL COST

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