Cereal company Kellogg’s has unveiled the second phase of its ‘See You in the Morning’ brand platform.

As part of the second phase of its campaign, the cereal brand, working with creative agency Leo Burnett, has launched a series of out-of-home activations across Europe, featuring its mascot, Cornelius the rooster.

The campaign launched yesterday (27 January) and can be found in the UK at London’s Bridges’ ICON, Manchester ICON Piccadilly East, and The Screen at Printworks Manchester. It can also be found in digital out-of-home placements in railway stations nationwide.

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The activations are set against Kellogg’s red, white, and blue colour palette and feature the tagline “The OG” in the typography of Kellogg’s logo.

Mark Elwood, chief creative officer at Leo Burnett UK, said: “Following true big-brand behaviour, we distilled the campaign down to Kellogg’s most distinctive assets and let them sing. The playful typography and Cornelius’s swagger create a confident, cocky, and fun statement that captures the essence of the brand.

‘The OG’ in the logo is a gift—it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal.”

The out-of-home launch is part of a 360 campaign for Kellogg’s supported by a £12 million investment in the UK.

Media planning and buying were handled by Carat and the refreshed brand identity was designed by Landor.

Kellogg vice president Jenn Carker added: “This campaign celebrates everything that makes Kellogg’s iconic—our heritage, our assets, and, of course, Cornelius himself. By pairing vibrant creative with smart media placements, we’re bringing the playful energy of Cornelius to streets across Europe and waking up the nation to why Kellogg’s remains the original and best choice for breakfast.”