A New Dawn For Kellogg's

“Get everyone talking about the bird.”

“Back the bird - all the way.” “The bird is the word.” That was the brief we were given from Kellogg’s. In other words, generate PR buzz for the latest re-brand, which, in reality, meant trying to get people excited about a new 3D version of the iconic mascot, Cornelius the Cockerel. Not exactly front-page stuff… So - how do you spark national interest when the brief was, in effect, to make the logo bigger - something most earned agencies would run a mile from? This is the story of how we hatched the most talked-about rebrand of the year - ruffling feathers (in the right way), to turn a corporate re-brand into a genuine cultural moment, delivering the most successful earned media campaign in Kellogg’s history. And, perhaps best of all, we put Cornelius back at the British breakfast table with a whole lot more pluck and swagger.