Boys+Girls, the branded entertainment agency, has unveiled its first work for Kellogg’s following a competitive pitch last year which saw it winning the EMEA account for the W.K.Kellogg brand from the incumbent.
The new campaign is titled ‘Good All Round’ and launches the W.K. Kellogg brand; a range of no added sugar granolas and snacks – live across the UK and selected European markets now. The Plant Protein cereal was awarded Product of the Year in the cereal category for 2020 and the full range is in store now.
The campaign itself spans video, social media with 20”, 10” and 6” commercials, OOH and DOOH advertising. There will also be a London Underground takeover, appearing in King’s Cross station with product sampling and escalator and digital OOH. This will be supported by several brand activations at popular food events throughout UK summertime such as BBC Good Food and the Big Feastival, all of which will be run by Boys+Girls.
At the core of the campaign, the mantra of ‘Good All Round’ reflects the belief of the brand’s founder, William Keith Kellogg, who thought that when you eat good, and do good, you feel good too. Referring to the good, wholesome ingredients within the cereal, and the fact that W.K. Kellogg gives 10p/10c from every pack sold to good causes.
Boys+Girls collaborated with animation studio, Piranha Bar to create a new brand world that is fun, unique and colourful which embodies the campaign and message. This included character development for the brand; a charming outdoorsy type, who’s referred to as, “Nature Guy”.
In addition to this, Boys+Girls also designed the new logo and brand identity for the cereal range, producing full brand guidelines for the range.
Speaking about the campaign, Emma Locker, European Marketing Manager from W.K.Kellogg commented, “We’re all really proud of this new campaign for the W.K.Kellogg brand. Working with Boys+Girls was a truly collaborative process and we’re delighted with the resulting brand world that they’ve created for our product range. We can’t wait to see this come to life across our markets in the UK, Italy and Spain.”
Laurence O’Byrne, Creative Director at Boys+Girls added, “This was a truly collaborative project from start to finish – we worked really closely with the WKK team to develop the Good all Round idea from pitch stage and make sure it was illustrated across the campaign as a whole. Working with Piranha Bar and developing this brand world and bringing the characters to life was really exciting. Finally, to help design and create the brand itself – from the logo to the whole identity is not something you get to do everyday so it was a team effort across the board”.