Kellogg Crunchy Nuts’ jingle is now a nutty song and to make sure that it grabs attention, it’s also a wacky video. Leo Burnett UK has teamed up with foodie influencer, What Willy Cook, and the result is 90-seconds of insanity as Willy goes on an adventure to find out what makes Crunchy Nut tastes so good. It’s a standout departure from the normally “wholesome” world of cereal advertising. Crunchy Nut’s cheeky film aims to push the naughty, adult tone of Crunchy Nut to new levels, dialling up the cereal’s taste credentials for its target adult audience, with an earworm to embed the brand memories across the UK.
In Tastes too Good, Willy and his friend shrink themselves down with a laser, infiltrate honeybees to find out their honey secrets, and fight squirrels in a Judo match to secure the scrumptious nuts – all in an endeavour to find out why Crunchy Nut is so irresistible.
The idea for the song and music video came from Leo Burnett. Lyrics were written by What Willy Cook and the animation within the film was created by Bite Collective and Absolute. The social-first film will be supported by a series of 15-second edits, each will be released by Kellogg across TikTok and Instagram.
The activation follows on from Bliss, a campaign that launched at the beginning of year which introduced an adult-focused, tongue-in-cheek brand voice. This initial social-first film shows nothing is better than Crunchy Nut through tongue-in-cheek bedroom antics, spotlighting the troublesome consequences of a Crunchy Nut passion for an amorous couple. Bliss also turned Crunchy Nut’s strapline turn into an irresistibly catchy jingle – an audio meme.
Sarah Greene, European brand manager at Kellogg, stated, “With this partnership, our goal was to drive fame to Crunchy Nut’s ridiculously catchy jingle… what better way to do this than co-creating a hilarious, wildly absurd song with What Willy Cook? When the team at Leo Burnett came to us with this idea, we absolutely loved it.”
Marcus Aitman, creative director at Leo Burnett UK, said: “Crunchy Nut is Kellogg’s most cheeky and quirky brand, with a great heritage in humorous and disruptive advertising. We wanted to continue to push the brand with content that feels more like entertainment than advertising. Working with Willy did not disappoint, and we’re really pleased with the totally bonkers next chapter for this iconic brand.”
Credits
Client: Kellogg’s
Advertising Agency: Leo Burnett
Chief Creative Officer: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Director: Marcus Aitman
Senior Creative: Joe Miller
Planning Partner: Amelia Redding
Planner: Ben Obadia
Business Lead: Natalie Barry
Account Team: Loren Aylott, Tobias Dahlhaus
Agency Producer: Dominique Strouthos
Production Company: Bite Collective
Director: Willy Cooks
Editor: Absolute
Producer: Sally Heath
Post-Production Company: Absolute
Audio Post-Production Company: Curation Music
Media Buying Agency: Carat
Media Planner: Jordi Connor
