Kellogg’s wants to restore daring to breakfast.
The food giant has launched its REFRESCHI COQCOTTE, CORNELIUS, in the streets of Europe through a series of larger than life out -of -home activations, where it sings from the top of the buildings and stations to wake up a new generation. For breakfast.
New advertisements are part of the company’s “see you soon” campaign, which “tries to relaunch the cereal category and Kellogg’s [brand]”said Jenn Carkner, vice-president of Kellogg’s Cereal, in Adweek. Although the company, 119 years old, is synonymous with breakfast,” we have lost our way in terms of modernity, relevance, of confidence and daring, ”she said.
Cornelius occupies the front of the scene in Kellogg advertisementsKellogg’s, Leo Burnett United Kingdom
The campaign comes as Kellogg’s aims to straighten cereal sales for breakfast through its Corn Flakes, Special K, Rice Krispies and Coco Pops marks, among others. In the United States, owner WK Kellogg is closing and reducing its workforce Some cereal factories by the end of 2026, resulting in the loss of 550 jobs. In the United Kingdom, society sold 12.4 million less boxes cereals during the year ending in September 2024, according to data from The Grocer.
After a boom during the pandemic, cereal sales dropped 4.2 % between 2023 and 2024 and 3.6 % the previous year, according to Nielsen IQ. The choices of consumers concerned about their health, as well as the competition of other categories of food for breakfast such as yogurts and pastries, contribute to the decline of cereals.
Last month, Kellogg’s unveiled a new visual identity which for the first time revamped Cornelius in 3D. He also released a film in the United Kingdom which will be screened in Europe from February.
The effort of the Leo Burnett UK agency is a change in its marketing strategy in several respects. First, it promotes the main brand Kellogg’s instead of a submarque of cereals like Corn Flakes. And Cornelius is the star, instead of one of the many well -known characters of the company linked to his cereal brands, such as Tony Le Tigre (Frosted Flakes) or Toucan Sam (Fruit Loops).
The choices are “intentional to be more relevant to young consumers,” said Carkner.
The personality of the character of the rooster, which Carkner describes as “boastful, charm and confidence”, also constitutes a change compared to the marketing tropes of the category, where traditional advertisements often represented idyllic family scenes around the table in the morning.
“We had not described real life as it is today,” said Carkner.
The new Cornelius was designed with the award -winning animation studio with Frametore Oscars to stand out in social media flows. His movements are inspired by the chicken dance trend on Tiktok.
“We are back in force, so we wanted to arrive with confidence and boastful,” said Carkner. “It symbolizes a new dawn for Kellogg’s.”
The campaign targets 150 million people across Europe and will be broadcast on television, on digital and social networks, out of home and in store.
