KELLOGG'S CORN FLAKES: Whatever You Get Up To

When I arrived at JWT, the first brief I worked on was for a new campaign for Kellogg's Corn Flakes. It was Kellogg's most iconic brand, but familiarity had led to consumer apathy and we were challenged to breathe new life into this once great brand.

The strategy was centered around the notion that Kellogg's Corn Flakes gave you that "get up and go" feeling you get when you wake up and find the sun shining (which gave us a neat link to our RTB that KCF was made from corn ripened in 144 days of sunshine).

I still love the campaign idea and line we sold: "Whatever you get up to, get up to Kellogg's Corn Flakes". It allowed us to weave the brand into the rich tapestry of eccentricity that lives within the English. This was a campaign born long before social media platforms existed, but I often wonder how much more powerful this idea would have been if created today. 

The films were beautifully shot by the legendary Paul Arden. 

I will always treasure the words that my old ECD from JWT wrote to me when he sent me the digital file of this film: "Very few account men have ever advocated well enough on Kellogg to get mainstream work into the book (D&AD Annual). You could count them on the fingers of one mittened hand." He also happens to be my brother-in-law and he rarely has a kind word to say about his bag carrying brother-in-law!