Cornelius the Kellogg’s rooster takes his swagger to the streets in Leo Burnett’s second phase of the See You in the Morning creative platform. The arresting OOH campaign is running across Europe and follows the success of Cornelius’ return and the launch of Kellogg’s new Masterbrand visual identity by Landor in December that highlighted Kellogg’s heritage as the original breakfast brand.
The campaign features the tagline, The OG, in the typography of the timeless Kellogg’s logo, a design that nods to the brand’s rich legacy while connecting with a new generation of breakfast lovers. The work will spans major routes, city centres, and commuter areas across Europe. In the UK, standout sites include London Bridge’s ICON, Manchester ICON Piccadilly East, and The Screen at Printworks Manchester, complemented by dynamic DOOH placements in rail stations nationwide, bringing Cornelius into full motion.
The OOH launch is part of a wider Kellogg’s campaign supported by a £12m investment in the UK across TV, digital, social, retail and instore.
Mark Elwood, chief creative officer at Leo Burnett UK, stated, “Following true big-brand behaviour, we distilled the campaign down to Kellogg’s most distinctive assets and let them sing. The playful typography and Cornelius’s swagger create a confident, cocky, and fun statement that captures the essence of the brand. ‘The OG’ in the logo is a gift—it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal.”
Jenn Carker, VP of Kellogg’s Cereal, added, “This campaign celebrates everything that makes Kellogg’s iconic—our heritage, our assets, and, of course, Cornelius himself. By pairing vibrant creative with smart media placements, we’re bringing the playful energy of Cornelius to streets across Europe and waking up the nation to why Kellogg’s remains the original and best choice for breakfast.”
Credits:
Client: Kellanova
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Creative Director: Marcus Aitman
Senior Creative: Joe Miller
Design Lead: Miriam Menendez
Motion Design Lead: Carmen Perez Jimenez
Designer: Karolina Alvekrans
Director of Social & Comms Planning: Jen Leung
Planning Partner: Amelia Redding
Senior Planner: Roxy Windisch
Managing Partner: Charlotte Coughlan
Senior Account Director: Tegwen Tucker
Account Manager: Bryan Osango
Account Executive: Sonia Kodasse
Project Director: Laura Wilkin
Agency Producers: Sam Smith & Lou Pegg
Media Agency: Carat
Brand Specialists: Landor
