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Kellogg's (Master Brand)
The Start

RAN IN: United States

CLIENT
The Kellogg Company

Zena Arnold - Sr. Brand Manager
Sandy Uridge - Sr. Director

AGENCY
Leo Burnett *Lead Agency

Varsha Kaura - SVP, Acct. Director
Megan Kolar - Acct. Supervisor
Nickay Penado - Acct. Supervisor
Bruno Pieroni - Assoc. Creative Director
Eduardo Tua - Creative Director


The Integer Group *Lead Agency

Dani Coplen - VP, Creative Director
Ethan Decker - VP, Insight & Strategy
Todd Hossfeld - VP, Acct. Leadership


Starcom MediaVest Group


VML, Inc.


Ketchum Sports & Entertainment


SUMMARY

During a decade of category decline, Kellogg's purpose in families' lives and its relevance on retailers - shelves was getting lost. Even its workforce was feeling uninspired. We needed to reawaken the meaning of aKellogg's breakfast and bring real news to retailers to drive sales. We used our Olympic sponsorship to move the focus from the finish line to The Start, a place with unlimited potential each and every day. In doing so, we reignited the brand's purpose and showed the importance of STARTing your day with Kellogg's.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, PR, Retail Experience, Packaging, Sponsorship, Professional Engagement

Audience: Mothers

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English