Kellogg’s takes on copycat brands with new online campaign

Kellogg’s has hit back at Aldi’s ‘like brands’ campaign by creating a spoof online version of the discounter’s low fat cereal advert.

It has re-created the Special K imitation ad by Aldi featuring a man in red women’s clothing to support the launch of the new recipe for its biggest selling brand.

The campaign comes as Kellogg’s recently unveiled a new recipe of Special K - its biggest selling cereal in the UK - after seeing red over own brand versions.

The viral clip features actor David O’Riordan, from the Aldi low fat cereal ads, dressed as a cat in a skin tight red leotard eating a sausage butty who is joined by his girlfriend – a Special K girl in matching attire.

Louise Thompson Davies of Kellogg’s said: “The Aldi low fat cereal ad epitomizes the whole concept of copycat own brand versions of branded products – in a very clever way. They say imitation is the highest form of flattery and our internet spoof is a light hearted way to bring our new recipe to life and highlight the point of difference against these products and show Special K has a sense of humour.”

The new Special K recipe contains the benefit of three grains – rice, wheat and barley, rather than the previous two and is now made with wholegrain and is a source of fibre as well as eight vitamins and minerals.

Kellogg’s is investing £5m in communicating the recipe change through advertising, media partnerships, digital activity and the biggest ever programme of sampling and experiential activity for the brand.