Kellogg’s will kick off the new year by focusing on hero brand Corn Flakes in a bid to remind consumers how good they taste.
The 12 month campaign comes after a six year break in commercial marketing activity.
Keen to boost sales, Kellogg’s explored consumer insight and discovered that in the UK, Corn Flakes were seen as a nostalgic ‘much-loved’ food.
Now the company aims to remind people how this simple food can be a suitable, healthy option for the whole family.
Kellogg’s is investing in TV and digitally led advertising that will play out over 26 weeks of the year.
The ad campaign will feature a cast of real people talking about their ‘perfect bowl’ of Corn Flakes. The cast have been sourced via social media and are genuine fans of the cereal.
The aim is to remind people what they love about Corn Flakes, whether it’s the golden crunch with ice cold milk or making Corn Flake cakes. The goal is to stir nostalgia and show consumers how to be versatile with the cereal.
A spokesperson from Kellogg’s said: “We have seen a change in how people are eating cereal but also in what they are having for breakfast. However, our core brands remain our best sellers and therefore, it is important we really nurture the relationship between consumers and our hero brands.
“After a long break from advertising, it is time for us to start talking about Corn Flakes again; we need to remind people what they love about this iconic cereal.
“We have to keep moving towards versatility with our food and we also have to play to our strengths, which is the nostalgia and the heritage that surrounds this nutritious food.”