Kellogg’s has reimagined its distinctive mascot, Cornelius the cockerel, in its latest campaign ‘See You in the Morning’.
The campaign, devised by creative agency Leo Burnett, features a 3D version of Kellogg’s mascot, which will be rolled out across the brand’s cereals.
To introduce the updated character the brand has created a 60-second film, which features an oversized Cornelius parading through the streets of the city to hip-hop track Jayou by Jurassic 5. The giant chicken catches the attention of passersby before leaping onto a nearby rooftop and crowing.
According to Kellogg, its 3D mascot was animated by Academy Award-winning studio Framestore.
Kellogg’s Cereal vice president Jenn Carkner said: “Breakfast is deeply personal, and with See You in the Morning, we’re celebrating the unique ways everyone approaches mornings. This campaign brings Kellogg’s iconic status to life in bold and modern ways, ensuring we remain a trusted and loved part of the breakfast table.”
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The advert comes after Kellogg’s conducted ethnographic study across Europe which revealed that everyone needs “you do you” time in the morning.
The campaign will run across TV, digital, and social media channels, out-of-home, retail, and in-store.
It will premiere today (16 December) online in the UK and on TV from 23 December. The advert will then roll out across the rest of Europe from February 2025.
Media planning was planned and managed by Carat and commerce activations were developed by Leshop.
Leo Burnett CCO Mark Elwood added: “See You in the Morning’ is our new platform for an iconic brand. We wanted to celebrate Kellogg’s legacy by bringing back Cornelius, the mascot, with all his original swagger, while giving him a fresh energy to connect with a new generation. Mornings feel different for everyone, but starting your day with a bowl of the original classic is always a great choice.”
