Kellogg’s “See You in the Morning”: A Modern Breakfast Tradition

see you in the morning
Kellogg's

Campaign Details

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Summary

  • Campaign: See You in the Morning
  • Brand: Kellogg’s UK
  • Product: Breakfast cereals
  • Target Audience: UK consumers
  • Goal: Reinvigorate brand image, celebrate heritage, and position Kellogg’s as a central part of modern breakfast routines.
  • Key Element:
    • Modernized visual identity with a 3D reimagining of Cornelius the Cockerel mascot.
    • Focus on the importance of breakfast and the emotional connection to starting the day well.
    • Celebration of Kellogg’s heritage as a trusted breakfast staple for families.
Kellogg's | See You in the Morning

Kellogg’s “See You in the Morning”: A Fresh Take on Breakfast

Kellogg’s “See You in the Morning” campaign in the UK marked a significant shift for the brand. It aimed to not only promote Kellogg’s cereals as a breakfast option but also to revitalize its overall image.

A cornerstone of the campaign was the introduction of a fresh visual identity. This included a new logo and packaging designs, along with a much-anticipated update to the brand’s mascot, Cornelius the Cockerel. Cornelius, a cherished Kellogg’s character since 1958, received a 3D makeover, transforming him into a vibrant and contemporary rooster. This move balanced nostalgia for the brand’s heritage with a modern aesthetic that resonated with a new generation of consumers.

The campaign’s core message centered on the importance of breakfast and the positive emotions associated with it. The ads showcased diverse individuals and families enjoying Kellogg’s cereals as part of their morning routine. This approach aimed to connect with viewers on an emotional level, highlighting the idea that a good breakfast sets the tone for a positive day.

Celebrating Heritage for a Modern Audience

The “See You in the Morning” campaign wasn’t just about a new look; it was also a celebration of Kellogg’s rich history. By featuring Cornelius the Cockerel, the campaign acknowledged the brand’s longstanding presence in UK households. This element of nostalgia resonated with older demographics who grew up with Kellogg’s cereals.

At the same time, the campaign’s modern visuals and focus on the emotional aspects of breakfast ensured its relevance to a contemporary audience. Kellogg’s successfully positioned itself as a brand that understands the importance of breakfast in today’s fast-paced world, offering familiar and convenient options to fuel busy mornings.

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