Kellogg’s unveils Phase 2 of £12M ‘See You in the Morning’

Kellogg's has launched Phase 2 of its £12 million "See You in the Morning" campaign, aiming to promote healthier, more sustainable breakfast options. The initiative highlights the brand's commitment to providing nutritious, eco-friendly products while engaging with consumers through new advertising and social media efforts. This phase focuses on encouraging consumers to make better breakfast choices, emphasizing the importance of starting the day with a balanced meal that supports both personal well-being and environmental sustainability.

Kellogg's has introduced the next phase of its multi-million-pound campaign, bringing its well-known mascot back into the spotlight through a series of outdoor advertisements. This follows the initial unveiling of the brand’s new visual identity in December, which honored its heritage, with Cornelius the rooster returning to the forefront.

The campaign, set against Kellogg's signature red, blue, and white colors, highlights the tagline "The OG" in bold typography.

Mark Elwood, chief creative officer at Leo Burnett UK, explained, "Staying true to classic big-brand marketing, we focused on Kellogg’s most iconic elements, letting them shine. The playful typography and Cornelius’s confident attitude make a bold, fun statement that embodies the brand’s spirit. The ‘OG’ in the logo has always been there, and we’re now emphasizing it to highlight Kellogg’s timeless appeal."

The campaign spans major routes, city centers, and commuter areas across Europe, with investments in TV, digital, social media, retail, and in-store promotions. Carat managed media planning and buying, while Landor designed the refreshed brand identity.

Jenn Carker, vice-president at Kellogg’s Cereal, commented, "This campaign highlights everything that makes Kellogg’s iconic - our history, our key assets, and Cornelius himself. With vibrant creative paired with strategic media placements, we’re bringing Cornelius’s playful energy to streets across Europe, reminding everyone why Kellogg’s is the original and best breakfast choice."

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Source: thedrum‍