Podcast Summary: On Strategy Showcase – The Story Behind Kellogg's Brand Refresh

Podcast Information:

• Title: On Strategy Showcase
• Host: Fergus O’Carroll
• Episode: The Story Behind Kellogg's Brand Refresh
• Release Date: March 16, 2025
• Description: Marketers share the narratives behind strategies that led to impactful campaigns.

Introduction and Background

In the March 16, 2025 episode of On Strategy Showcase, host Fergus O’Carroll delves into the comprehensive brand refresh undertaken by Kellogg's in Europe. Fergus expresses his enthusiasm for deep brand discussions, particularly focusing on legacy brands like Kellogg's, which have been a staple in many households worldwide.

Fergus O’Carroll [00:00]:

"I absolutely love deep brand discussions, particularly legacy brands, and Kellogg's would certainly fall into that category."

He highlights the significance of Kellogg's new campaign in Europe, emphasizing its vibrant, modern, and playful visual identity. The tagline "See You in the Morning" is lauded for its resonance and the ethnographic work that underpinned the understanding of modern morning routines.

Kellogg's Business Overview

Jan Karkner, Vice President of Kellogg Serial Europe for Kellanova, provides an overview of Kellogg's current business landscape. She clarifies the company's structure post the spin-off of the U.S. and Canadian cereal business into a separate entity, W.K. Kellogg Company.

Jan Karkner [06:01]:

"We're actually a $5 billion brand across all our categories internationally. And that actually excludes our U.S. cereal business, the U.S. and Canadian cereal business."

Kellanova retains the international cereal business along with other categories like noodles and snacks. Within Europe, the cereal division alone accounts for approximately $1.2 billion, underscoring Kellogg's dominant market presence with a 24% market share, almost double that of the next branded competitor.

Shift to Master Brand Strategy

The conversation pivots to Kellogg's strategic shift towards embracing a master brand approach, moving away from prioritizing individual product brands. This transition is crucial for consolidating brand equity and combating the rising competition from own-label and niche challenger brands.

Amelia Redding, Strategy Partner at Leo Burnett in London, elaborates on the agency's role in this transformation. She emphasizes the collaborative effort across teams to establish Kellogg's as a unified master brand, moving beyond the sub-brand focus.

Amelia Redding [11:18]:

"The shift to master brand has been a story that started a good few years ago... It had a lot of work and thought and analysis go into it."

Jan Karkner adds that leveraging Kellogg's as the primary brand, rather than juggling 17 sub-brands, allows for more focused brand building and emotional connection with consumers.

Jan Karkner [14:45]:

"We really took a step back and said we got to back the biggest brand and that's Kellogg's."

Research Insights into Consumer Mornings

A pivotal aspect of Kellogg's brand refresh was understanding the evolving nature of consumers' morning routines. Through extensive ethnographic research involving 160 interviews across Europe, Kellogg's uncovered nuanced insights into how modern consumers perceive and experience mornings.

Amelia Redding [27:58]:

"We needed to really go out and speak to people. We need to have the humility to acknowledge that we had all these accepted truths about mornings that probably weren't relevant to people today."

Contrary to the traditional view of mornings as a communal and serene time, the research revealed that mornings are often solitary, personalized rituals essential for preparing oneself for the day ahead. This realization shifted the campaign's focus towards celebrating these individual morning moments.

Campaign Development and Cornelius' Reimagining

Central to the brand refresh is the revitalization of Cornelius the Cockerel, Kellogg's iconic mascot. The campaign reimagines Cornelius as a dynamic and relatable character, symbolizing the energy and individuality of modern mornings.

Jan Karkner [02:40]:

"How could we not imagine reigniting Cornelius as part of that campaign? He's the OG of our Kellogg family."

The collaboration between Kellogg's and Leo Burnett led to a bold new visual identity for Cornelius, transforming him from a static logo icon into a three-dimensional character with personality and presence. The campaign debuted with a striking out-of-home (OOH) advertisement featuring a large-scale projection of Cornelius strutting through a cityscape, accompanied by a vibrant rap track.

Fergus O’Carroll [37:05]:

"There is this Macy's Day parade sized cockerel, the Kellogg's icon, walking down the street... he's phenomenally well done."

Execution and Future Plans

The brand refresh campaign "See You in the Morning" is designed as a long-term platform to continually engage consumers with authentic morning stories. Initial activations include social media integrations where consumers are encouraged to share their unique morning rituals, fostering a community around the brand's new identity.

Amelia Redding [30:49]:

"Everyone is different... that's me in the morning."

The team plans to sustain momentum through ongoing research, enabling Kellogg's to deepen its connection with consumers by capturing diverse morning experiences. Future phases aim to produce dedicated spots that highlight individual morning stories, further reinforcing the brand's commitment to being an integral part of consumers' daily routines.

Jan Karkner [43:08]:

"We're just on the beginning of that journey to really dive deeper into the insight and show up in a consumer-facing way that is really real, relevant, and reflective of the insights."

Additionally, interactive elements like projections of Cornelius across European cities and engaging OOH designs have been instrumental in generating excitement and visibility for the campaign.

Amelia Redding [47:28]:

"Cornelius has given us an opportunity to have a lot of fun... it's really excited everyone to be able to have a lot of fun with this."

Overcoming Budget Challenges

Transitioning to a master brand strategy often poses budgetary challenges, especially when reallocating funds from individual product brands to corporate branding initiatives. Kellogg's addressed this by centralizing budget control under a dedicated team leader, ensuring fair distribution and prioritizing brand equity.

Jan Karkner [46:02]:

"Stephen... owns all of the money. So... he can make sure that the money's divided up fairly."

Drawing from industry best practices, Kellogg's allocated a significant portion of its budget towards equity-building activities, recognizing that investing in the master brand is pivotal for long-term effectiveness and business results.

Conclusion

The Kellogg's brand refresh in Europe exemplifies a strategic evolution from a fragmented sub-brand approach to a unified master brand strategy. By revitalizing Cornelius the Cockerel and grounding the campaign in deep consumer insights, Kellogg's aims to rekindle its emotional connection with both legacy consumers and new generations. Through collaborative efforts with Leo Burnett and a commitment to authentic storytelling, the campaign "See You in the Morning" positions Kellogg's as a modern, relatable brand integral to everyday morning rituals.

Fergus O’Carroll [49:18]:

"Thank you both for a really, really great conversation today. Appreciate your time."

For a visual and auditory experience of the campaign, listeners are encouraged to visit On Strategy Showcase's website.