Boys+Girls has unveiled its first work for Kellogg’s following a competitive pitch last year which saw it winning the EMEA account for the new WK Kellogg no added sugar cereal from the company’s longtime incumbent, Leo Burnett. The campaign is titled ‘Good All Round’ and launches the new WK Kellogg cereals with ‘Eat Good, Do Good, Feel Good’.
WK Kellogg is a range of no added sugar granolas and snacks being marketed across the UK and selected European markets. The plant protein cereal was awarded product of the year in the cereal category for 2020 and the full range is in store now. The campaign includes video, social media and out of home. There will be a London Underground takeover, appearing in King’s Cross station with product sampling and escalator and digital OOH.
It will be supported by several brand activations at food events throughout UK summertime such as BBC Good Food and the Big Feastival, all of which will be run by Boys+Girls. The campaign’s mantra, ‘Good All Round’, reflects the belief of the brand’s founder, William Keith Kellogg, who thought that when you eat good, and do good, you feel good too.
WK Kellogg gives 10p/10c from every pack sold to good causes.
Piranha Bar created the campaign’s animation, including the brand’s Nature Guy character.
