Kellogg’s has promoted a new stage, and has materialized it in a new visual identity for its range of cereals, as well as in a new international brand campaign that reinvents the Cornelius rooster, the company’s iconic mascot since 1958. Kellogg’s thus celebrates its legacy of more than 115 years by being part of consumers’ breakfast.

The campaign “See You in the Morning” It has been developed by the creative agency Leo Burnett and the producerto MJZ, and introduces a new Cornelius, this time coming to life as a full 3D character and bursting with personality. This version of the mascot has been made in collaboration with the animation studio framestore.

The spot shows the rooster strutting confidently through the streets of the city, which turns out to be Madrid, attracting the attention of passersby to the rhythm of the song “Jayou”, by the group Jurassic 5. Cornelius’ movements are mixed with moments of breakfast and morning routine, which underlines the message that Kellogg’s is part of consumers’ mornings.

“Breakfast is a very personal thing and with ‘See You in the Morning’ we celebrate the unique ways everyone approaches the morning“; said Jenn Carkner, Vice President of Cereals at Kellogg’s, in a statement. “This campaign brings Kellogg’s iconic status to life in bold, modern ways, ensuring we remain a trusted and loved part of the breakfast table.”.

Mark Elwood, Commercial Director of Leo Burnett, points out that ‘See You in the Morning’ is the new platform for an iconic brand. “We wanted to celebrate Kellogg’s legacy by bringing back Cornelius the mascot in all his original swagger, while giving him a fresh energy to connect with a new generation.”, he commented.

As the company explains, the campaign has an investment of 12 million pounds in the United Kingdom, where it has been activated since December 16 on digital platforms, and will do so starting December 23 on television, digital media, social networks, outdoor advertising and stores. It will reach the rest of the European markets starting in February next year, and aims reach 150 million people.

In addition, among the activations, starting in January you will be able to see pieces for social networks focused on “You Do You” momentsin which Cornelius will appear in various morning settings, interacting with different breakfast routines, from children running to school to couples sharing quiet moments.

Kellogg’s explains that ‘See You in the Morning’ is the start of “a bold move” in which its portfolio of cereal brands, including Cornflakes, Coco Pops and Rice Krispies, will be advertised under the master brand and visual identity newly created, which has been created by the Landor studio. The objective has been to unify the identity of the different brands with the introduction of a personalized typography developed by XYZ.

Technical sheet

• Campaign Title: See You In The Morning
• Client: Kellanova
• Advertising agency: Leo Burnett
  • CCO: Mark Elwood
  • Creative Director: Marcus Aitman
  • Senior Creative: Joe Miller
  • Design Lead: Miriam Menendez
  • Motion Design Lead: Carmen Perez Jimenez
  • Designer: Karolina Alvekrans
  • Director of Social and Comms Planning: Jen Leung
  • Planning Partner: Amelia Redding
  • Senior Planner: Roxy Windisch
  • Managing Partner: Charlotte Coughlan
  • Senior Account Director: Tegwen Tucker
  • Account Manager: Bryan Osango
  • Account Executive: Sonia Kodasse
  • Project Director: Laura Wilkin
  • Agency Producer: Sam Smith, Lou Pegg
• Production Company: MJZ
  • Director: Matthijs van Heijningen Jr.
  • Producer: Donald Taylor
  • Production Manager: Spike Elwood
• Edit House: WhiteHouse
• Sound: Steve Perski @ Harbor
• VFX House: Framestore
• Brand Commerce Agency: LeShop
• Media Agency: Carat
• Public Relations: Taylor Herring