Kellogg’s will drive out-of-breakfast consumption in 2018 with a £10m marketing campaign for Corn Flakes, exploring the different times of day people eat cereal.
Building on the success of this year’s #MyPerfectBowl campaign – which resulted in Kellogg’s Corn Flakes ranking 1st for top-of-mind brand awareness (Kantar) - January 2018 will see Kellogg’s broaden the Corn Flakes debate from how to when people eat their cereal.
The campaign aims to promote a range of cereal-eating occasions. Kellogg’s Corn Flakes’ ‘When’s Your Perfect Bowl?’ marketing campaign will feature real fans across TV, online and social channels for 22 weeks.
The adverts will be used as part of a media partnership with ITV to promote the campaign during peak out-of-breakfast consumption times.
Gareth Maguire, Kellogg’s cereal marketing director, said: “Cereal is still the number one breakfast choice in the UK but it is increasingly consumed outside of breakfast time.
“Whether people eat their Corn Flakes before bed, before a work-out or after school, retailers should take advantage of all consumption occasions for cereal and this campaign is geared up to do just that”.
Corn Flakes returned to growth this year with the most recent market figures showing the brand grew by +18% in value sales (in the last four weeks).
As the second fasted growing brand in the cereal category (IRI data w/e 15th October), Corn Flakes has returned Kellogg’s to UK growth in 2017 and remains Kellogg’s most iconic brand.