It’s Morning Somewhere

How do you launch Kellogg’s first new brand in a decade, in one of the most crowded categories in the world? Not with another ‘delicious, healthy breakfast’ campaign. We saw a huge opportunity in the insight that people enjoy their cereal at all times of day and night. So we celebrated this by shouting ‘It’s Morning Somewhere’. We created a tour of real mornings around the world. We built the World’s Tallest Cuckoo Clock on Hollywood Boulevard and worked with Upright Citizens Brigade’s co-founder Matt Walsh to create 24 characters from around the world who popped out every hour, earning media coverage from ESPN to CNN. Crunchy Nut blew by sales goals and took .9% of the U.S. cereal market in an astouning 2 months. And we watched a Ukrainian morning yoga show over and over.

Cannes Shortlist. Clio Bronze.

CDs Reed Collins, Bob Winter. CW: Dave Schermer Dave Derrick AD: Stephanie Simpson