Kellogg's is drawing on its heritage as part of a £1.4m push to differentiate its Corn Flakes cereal from rival brands. Watch the new ad here.
The TV and national press campaign, created by Manchester's CheethamBell JWT, is running throughout November and December and will stress that Corn Flakes represent value-for-money - claiming that a bowl of the cereal costs 'just 10 pence per serving'.
The ad shows how the Corn Flakes box has changed throughout the years – from the first packet designed by Kellogg's to the version currently on the shelf.
Kellogg's UK head of sales, Mike Taylor, said: “We know in a time of recession, people turn to brands which offer consistent reassurance, backed by a strong pedigree. That’s why our heritage features so strongly in this activity.”
Taylor added that according to research by Kellogg, 41 percent of people claim to have eaten more cereal in the past six months. “The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions like smoothies.
“That’s why this campaign highlights the value of the branded cereal category and the margin earning potential within it for our retail partners,” he said.
The TV ad was produced by The Mob Film Company in Manchester and directed by Jason Fisher-Jones.