ABOUT

THE OPPORTUNITY
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 all 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.

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

It was perceived to be made from unhealthy, unnatural ingredients
At first glance it seemed far too small for a substantial breakfast
This meant, that for the first part of the project we had to create a compelling campaign platform that challenged both these perceptions. And so “Squeeze in the Best Bits of BRKFST“was conceived (yes, the vowels are missing…that was part of the idea).

Armed with a shiny new campaign platform-cum-strapline, the latter half of the project was dedicated to bringing the ‘Best Bits of BRKFST’ to life. We did this by tapping into Kellogg’s long and proud history of animated characters, and creating some of our own!

Not only were these new characters imbued with all the cuteness of rice-popping elves, or talking tigers, but they also exhibited an unhinged penchant for being violently crammed into Nutri-Grain wrappers. In whatever means possible. We then let them loose into the real world…