Kellogg’s extol his iconic character in the exterior advertising of his European campaign

Jane Anderson
Jane Anderson
Gráfica publicidad Kellogg's

A giant rooster touring the streets of Madrid. That is the image with which Kellogg’s It materialized, at the end of last year, the beginning of a new stage for its brand. It was part of a European campaign spot “See you in the morning,” Designed by the Creative Agency Leo Burnett United Kingdomand now launched its second stage.

The pieces reinforce the positioning of the brand with the slogan “The OG”

It is an external advertising campaign that supports, mainly, on the brand’s visual resources: the reinvented Gallo Cornelius, The company’s iconic pet since 1958; and the New identity developed by the Landor study. Thus, using the corporate palette, composed of red, white and blue, creativity shows the animal next to the Slogan “The Og” expressed in the recognizable typography of the brand.

With that expression, typical of jargon and alludes to something or someone who is original, unique and respected (Original gangster), the brand makes a wink more than 115 years, while reinforces its positioning as a leading cereal brand in the market. In addition, it tries to connect with a new generation of consumers.

For its part, from the agency they point out that this phase of the campaign Let distinctive assets shine of the brand. said: “The fun typography and arrogance of Cornelius create a safe, arrogant and fun statement that captures the essence of the brand”, Explains Mark Elwood, creative director of Leo Burnett United Kingdom. “The “OG” in the logo is a gift: it has been there all the time and now we are highlighting it as a reminder of Kellogg’s’s lasting appeal

The creativity, which were launched on Monday, January 27, will be executed in the urban centers of the big European cities, both in outdoor advertising Traditional as digital exterior advertising in metro and train stations. The strategy puts special focus in the United Kingdom, where the campaign has involved a total investment of 12 million pounds for activations in different channels.

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This campaign celebrates everything that makes Kellogg’s an icon: our inheritance, our assets and, of course, Cornelius himself”; Jenn Carker, Kellogg’s cereal vice president has pointed out, according to Little Black Book. “By combining vibrant creativities with intelligent locations in the media, we are carrying Cornelius’s playful energy to the streets of all of Europe and awakening the nation about why Kellogg’s remains the original and better option for breakfast “.