As Kellogg celebrates its 117th anniversary, the brand has embarked on a major rebranding that combines tradition and modernity, unveiling a new brand campaign called See You in the Morning. The campaign centers around the brand’s mascot, Cornelius, who first appeared in 1958 and has been reborn as a 3D animated character for the first time.
The new Cornelius was created by world-renowned animation studio Framestore, and is brought to life using the same technology they used in the Paddington and Harry Potter films. The campaign’s main video was created in collaboration with advertising agency Leo Burnett, and features background music by Jayou from the hip-hop group Jurassic 5, with the aim of creating a cross-generational connection.
The video begins with a city morning scene. Cornelius is seen confidently mingling with people going about their morning routines on the streets. The film ends with Cornelius on the rooftop of a building, letting out a powerful cry to signal the start of the day.
The campaign emphasizes that breakfast is not just a meal, but an important time to prepare for the day, and conveys the message that Kellogg has long been at the center of the breakfast table. Research shows that people start their day with their own unique morning routine, and that this routine is important for creating a balanced day.
Kellogg will also be introducing a variety of digital content for this campaign. Starting in January, a social film will be released featuring Cornelius in various morning situations, encouraging consumers to share their morning routines. This will increase brand engagement and strengthen the bond with consumers.
With 6.14 million households in the UK alone selling cereal and a market size of approximately $3.15 billion annually, Kellogg plans to deliver its brand message to more than 150 million people through this campaign. Jen Kachner, Vice President of Cereals at Kellogg, said the campaign will be a significant step forward in reimagining Kellogg’s iconic identity in a modern way and helping to establish the brand as a trusted and beloved brand for consumers.
