News Releases

KELLOGG'S JOINS THE SOFA WITH GOGGLEBOX

…And asks ‘what’s your perfect bowl of Corn Flakes?’

03 Apr, 2017

Gareth Maguire, cereal marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is an iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into. “We have kicked off the year with our biggest ever Corn Flakes advertising campaign, hoping to spark a conversation with consumers about how they love to eat their Kellogg’s Cornflakes in the morning. “We’ve received thousands of consumer posts to Facebook and Twitter, showing how different people value the versatility of this breakfast favourite; hot or cold milk, honey or fruit, crunchy or ‘on the turn’. Everyone has their favourite way to enjoy cornflakes. “Linking up with Gogglebox is a natural fit for the brand, great characters who love the food, and debate the best way to eat it with their friends and families.”

Kellogg’s has teamed up with Gogglebox families in a bespoke ad campaign featuring the household favourites discussing their perfect bowl of Kellogg’s Corn Flakes.

The ten second teaser films will launch on Channel 4 on Monday April 3, and will air across the week, building up to a two minute ad break premiere on Friday 7th, around 9.12pm, during Gogglebox.

After a five-year break in commercial marketing activity on Kellogg’s Corn Flakes, Kellogg’s kicked off 2017 with a £10m investment in its oldest and most-loved brand.

Launching a nine-month TV and social media led marketing campaign in January, the cereal giant featured real fans sharing their perfect bowls of Kellogg’s Corn Flakes.

The aim was to ignite the power of the iconic family brand and remind cereal fans just how much the UK loves Corn Flakes. The campaign marked a new, more contemporary direction for the brand, as the content is shot in a documentary style format, featuring real families and friends across the UK. 

Now the conversation has gone a step further encouraging Chris and Stephen, Jenny and Lee, the Siddiqui’s and the Gilbey family to join the brand’s discussion about their ‘perfect bowl’.

Sid Siddiqui insists his Corn Flakes must be enjoyed in the right size bowl, while Lee confesses to being a “slurper” – and George insists his Corn Flakes must remain “the ultimate crispiest crispness”.

Viewers will be encouraged to share and join the discussion about what makes their perfect bowl on social media using #myperfectbowl.

Gareth Maguire, cereal marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is an iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into.

“We have kicked off the year with our biggest ever Corn Flakes advertising campaign, hoping to spark a conversation with consumers about how they love to eat their Kellogg’s Cornflakes in the morning.

“We’ve received thousands of consumer posts to Facebook and Twitter, showing how different people value the versatility of this breakfast favourite; hot or cold milk, honey or fruit, crunchy or ‘on the turn’. Everyone has their favourite way to enjoy cornflakes.

“Linking up with Gogglebox is a natural fit for the brand, great characters who love the food, and debate the best way to eat it with their friends and families.”

The campaign is the result of collaboration between Gogglebox producers Studio Lambert, 4 Sales, Kellogg’s media agency Carat UK and The Story Lab as well as Leo Burnett.

Angus Mitchell, Channel 4 Agency Principal, said: “We’ve got a long history of collaborating with Kellogg’s and Channel 4 viewers love hearing what our Gogglebox cast think of TV programmes and I’m sure they’ll be just as fascinated to hear of their Kellogg’s Corn Flakes rituals.”

Following Friday’s premiere, the campaign will continue across Channel 4 and All 4 in the form of twenty second versions of the ad, each featuring a different family.

 

ENDS

Editors notes:

Gogglebox continues to be Channel 4’s highest rating programme.

Links to Kellogg’s Corn Flakes/Goggle Box promo with Chris & Stephen:

Kellogg’s Corn Flakes Facts:

  • Launched in 1924, Kellogg’s Corn Flakes have a legacy for being a great start to the day.
  • The Corn Flakes mascot Cornelius Rooster made his debut on pack in the late 1950’s.
  • Kellogg’s Corn Flakes was the only cereal to be eaten aboard Apollo 11, the first lunar landing.
  • The cereal is produced at the Trafford Park factory in Manchester, which is also the largest Corn Flake factory in the world – the site produces 34 million kg of Corn Flakes per year.

 

For more information, please contact the Kellogg’s Press Office on 0161 869 5500 or email pressoffice@kellogg.com


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