Click Here to Watch Kellogg's New Origin Ad
On September 17, the new simplicity campaign for Kellogg's will be released to the general public on TV, as well as through print and digital outlets. This new spot, done by creatives Leo Burnett and Lapiz, was based on a strategy created from consumer insights saying customers are looking for simple products made from few ingredients in a simple way. The company's Senior Vice President of morning foods, marketing and innovation, Doug VanDeVelde, explained that Kellogg has always carried these products for years but that consumers need to be reminded of them. For example, one key product is made up of only four ingredients, Corn Flakes.
The tagline, "Goodness of a Simple Grain," is meant to bring back Kellogg's famous breakfast cereals such as Rice Krispies and Raisin Bran. Kellogg's spent $155 million in quarter one alone in 2012, whereas they only spent $143 million during the first quarter of 2011. Kellogg's has created a large presence this quarter as they try and bring their "master brand" back to the center of their advertising. We will have to wait and see how this new campaign turns out.
What do you think of Kellogg's new campaign?
Is this a good or bad ad?
Is simplicity in ingredients and production important to you?
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