THE WORK
If you clocked a huge rooster peeking in your apartment first thing in the morning, you’d probably think someone had spiked your cereal. But you can chill if you’re a denizen of this ad – it’s only Cornelius the Cockerel, the retro Kellogg’s mascot who usually lives on your Cornflakes packet. So why’s he winking outside the box here? Because Leo Burnett decided Kellogg’s needed its breakfast swagger back, big style.
As Cornelius struts city streets to Jurassic 5’s classic Jayou track, every Kellogg’s-crunching citizen positively beams. And when the J5 lads declare “we’re known to give a show and handle our business”, you think yep…these guys know exactly what they’re cock-a-doodle-doing.
THE RESULTS
‘See you in the morning’ scores a Good 3.8 Star Rating with System1’s test audience, which is above average in the Cereals category and a positive predictor of long-term sales growth. And this is backed by strong brand recognition – via a Good Fluency Rating of 88.
In our exclusive Masterclass episode (below), Kellogg’s Leo Moore says he was delighted when at least one person in every group in a recent research debrief mentioned the campaign. Plus, Rob Mayhew even spun it into a TikTok sketch – perhaps the ultimate adland accolade.
A Star Rating of 3.8 indicates a Good consumer emotional response to this ad, above the 3.2 category average for Cereals, while a Spike Rating of 1.22 indicates Strong short-term sales potential. A Fluency Rating of 88 is Good. However, when the category average is 92, perhaps the brand recognition should be a little higher after placing the brand mascot front and centre?
OOH Campaign
Kellogg’s scores well across the board, with a 3.9-Star Rating indicating the poster’s positive emotional response and high potential for long-term growth. But perhaps the most impressive metrics come from Brand Fluency – it scores exceptionally on Fluency (overall recognition) and Fast Fluency (instant recognition within the first two seconds). Kellogg’s iconic logo remains instantly recognisable – even from a cropped close-up.
MASTERCLASS
EP.04.
And now, for an acceptance speech that’s a bit more acceptable, here’s Leo Moore from Kelloggs and Amelia Redding from Leo Burnett to explain exactly how they created the work that worked.