Kellogg’s has teamed up with the Gogglebox families in a bespoke ad campaign featuring the household favourites discussing their perfect bowl of Kellogg’s Corn Flakes. The ten second teaser films will launch on Channel 4 tonight (Monday April 3), and will air across the week, building up to a two minute ad break premiere on Friday 7th during Gogglebox.
After a five-year break in commercial marketing activity on Kellogg’s Corn Flakes, Kellogg’s kicked off 2017 with a £10 million investment in its oldest and most-loved brand. Launching a nine-month TV and social media led marketing campaign in January, the cereal giant featured real fans sharing their perfect bowls of Kellogg’s Corn Flakes. The aim was to ignite the power of the iconic family brand and remind cereal fans just how much the UK loves Corn Flakes. The campaign marked a new, more contemporary direction for the brand, as the content is shot in a documentary style format, featuring real families and friends across the UK.
Now the conversation has gone a step further, encouraging Chris and Stephen, Jenny and Lee, the Siddiqui’s and the Gilbey family to join the brand’s discussion about their perfect bowl of Corn Flakes. Sid Siddiqui insists his Corn Flakes must be enjoyed in the right size bowl, while Lee confesses to being a “slurper” and George insists his Corn Flakes must remain “the ultimate crispiest crispness.” Viewers will be encouraged to share and join the discussion about what makes their perfect bowl on social media using #myperfectbowl.
Gareth Maguire, cereal marketing director at Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is an iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into. We have kicked off the year with our biggest ever Corn Flakes advertising campaign, hoping to spark a conversation with consumers about how they love to eat their Kellogg’s Cornflakes in the morning. We’ve received thousands of consumer posts to Facebook and Twitter, showing how different people value the versatility of this breakfast favourite; hot or cold milk, honey or fruit, crunchy or ‘on the turn’. Everyone has their favourite way to enjoy cornflakes. Linking up with Gogglebox is a natural fit for the brand, great characters who love the food, and debate the best way to eat it with their friends and families.” Angus Mitchell, Channel 4 Agency Principal, added: “We’ve got a long history of collaborating with Kellogg’s and Channel 4 viewers love hearing what our Gogglebox cast think of TV programmes and I’m sure they’ll be just as fascinated to hear of their Kellogg’s Corn Flakes rituals.”
The campaign is the result of collaboration between Gogglebox producers Studio Lambert, 4 Sales, Kellogg’s media agency Carat UK and The Story Lab as well as Leo Burnett. Following Friday’s premiere, the campaign will continue across Channel 4 and All 4 in the form of twenty second versions of the ad, each featuring a different family. Gogglebox, Channel 4’s highest-rated programme, has been a magnet for brand collaborations since launching four years ago. The show formed a part of Sainsbury’s Christmas campaign last year and its cast members have also featured in ads for Lotto, Age UK, and the Electoral Commission.