Cornelius the cockerel has a long Kellogg’s history. He first appeared on a corn flakes packet in 1958. Now Cornelius has become larger-than-life to celebrate his expanded role on more Kellogg’s cereals and to state Kellogg’s position as “The OG” of cereal brands.
The Leo Burnett UK campaign includes a new visual identity for Kellogg’s cereals, and a full campaign led by the hero commercial, See You in the Morning, in which the rooster becomes a giant 3D character strolling through city streets with a palpable swagger and a You Do You message.
The campaign is running across across TV, digital, social, OOH, retail and instore. It launched in the UK on December 16 with the online film that will move to TV screens on December 23, and expand to Europe from February 2025, to reach 150 million people.
Cornelius’ animation is by Framestore, that also worked on Paddington and Harry Potter. The film is set to hip hop soundtrack, Jurassic 5’s Jayou.
From January, social films will highlight You Do You moments, with Cornelius appearing in various morning scenarios, engaging with different breakfast routines from kids rushing to school, to couples sharing quiet moments. The campaign will also invite people to share their own personal morning rituals.
See You in the Morning kicks off a new direction for Kellogg’s, in which its portfolio of cereal brands, that includes Cornflakes, Coco Pops, and Rice Krispies, will be advertised under the Masterbrand and new visual identity. The Masterbrand strategy, led by Landor, has been designed to recapture Kellogg’s category leadership.
Jenn Carkner, VP, Kellogg’s Cereal, stated, “Breakfast is deeply personal, and with See You in the Morning, we’re celebrating the unique ways everyone approaches mornings. This campaign brings Kellogg’s iconic status to life in bold and modern ways, ensuring we remain a trusted and loved part of the breakfast table.”
Mark Elwood, chief creative officer, Leo Burnett, added, “See You in the Morning is our new platform for an iconic brand. We wanted to celebrate Kellogg’s legacy by bringing back Cornelius, the mascot, with all his original swagger, while giving him a fresh energy to connect with a new generation. Mornings feel different for everyone, but starting your day with a bowl of the original classic is always a great choice.”
Credits
Client: Kellanova
Creative Agency: Leo Burnett UK
Chief Creative Officer: 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
Producers: Sam Smith & Lou Pegg
Production Company: MJZ
Director: Matthijs van Heijningen Jr
Producer: Donald Taylor
Production Manager: Spike Elwood
Editing: WhiteHouse
Editor: Russel Icke
Edit Assistant: Thomas Sheriff
Sound: Steve Perski @ Harbor
VFX House: Framestore
Executive Creative Director: William Bartlett
2D Supervisor: Jonni Isaacs
CG Supervisor: Joel Savage
Animation Supervisor: Rocky Vanoost
Executive Producer: Alexia Paterson
Line Producer: Robyn Borrageiro
Production Coordinator: Rachel Knight
Production Assistant: Jamie Scott
Flame Artist: Aadel Matoorianpour
Head of Editorial: Humberto Reynaga
VFX Editor: Andrew Fineberg
Grade: Company 3
Colourist: Jean-Clément Soret
Supporting Colourist: Matthieu Toullet
Executive Producer: Ellora Soret
Media Agency: Carat
