Classification: Creativity: 4; Will to buy: 3,3; Empathy for the Brand: 3,6
Total:3,6
Insights, Strategy & the Idea
The assignment was to launch Kellogg’s first new cereal in a decade into one of the most crowded categories in the supermarket. We needed to stand apart from the standard health claims of adult-targeted cereals, so targeted not a demographic, but a personality: “taste enthusiasts”– people who don’t wait to enjoy food. We wanted them to see Crunchy Nut as a brand created for them. We told them they don’t have to wait until breakfast to eat Crunchy Nut, because wherever you are, It’s Morning Somewhere. The target took “It’s Morning Somewhere” as an anthemic call, reframing Crunchy Nut from a breakfast to an anytime food.
The assignment was to launch Kellogg’s first new cereal in a decade into one of the most crowded categories in the supermarket. We needed to stand apart from the standard health claims of adult-targeted cereals, so targeted not a demographic, but a personality: “taste enthusiasts”– people who don’t wait to enjoy food. We wanted them to see Crunchy Nut as a brand created for them. We told them they don’t have to wait until breakfast to eat Crunchy Nut, because wherever you are, It’s Morning Somewhere. The target took “It’s Morning Somewhere” as an anthemic call, reframing Crunchy Nut from a breakfast to an anytime food.
Creative Execution
We brought “It’s Morning Somewhere” to life by building the World’s Largest Cuckoo Clock, in the middle of Hollywood Boulevard. For 24 straight hours, one comedian emerged from the clock every hour as a character from a place in the world where it was currently morning, announcing, ‘It’s 3pm here, but it’s morning in China’.
Representatives from the Guinness Book of World Records and a celebrity entertainer kicked off the event and promoted the Cuckoo Clock on the news. Sampling and photo booths let people take pictures of themselves in funny mornings around the globe, and post them online. The event streamed live on Facebook. Consumers across the country discovered and interacted with the brand, suggesting performance ideas which our comedian actually responded to from the clock.
Representatives from the Guinness Book of World Records and a celebrity entertainer kicked off the event and promoted the Cuckoo Clock on the news. Sampling and photo booths let people take pictures of themselves in funny mornings around the globe, and post them online. The event streamed live on Facebook. Consumers across the country discovered and interacted with the brand, suggesting performance ideas which our comedian actually responded to from the clock.
Results
The Crunchy Nut Cuckoo Clock was a tremendous success. It trended on Twitter. The live streams had 154,000 views with an average viewing time of 6 minutes. The event garnered 176 million earned media impressions. Crunchy Nut’s Facebook fans increased 2,500% during the weekend of the event. The event launched Crunchy Nut, a new brand, to a 0.9% market share of the entire US cereal market in just its first month on the shelves.
The Crunchy Nut Cuckoo Clock was a tremendous success. It trended on Twitter. The live streams had 154,000 views with an average viewing time of 6 minutes. The event garnered 176 million earned media impressions. Crunchy Nut’s Facebook fans increased 2,500% during the weekend of the event. The event launched Crunchy Nut, a new brand, to a 0.9% market share of the entire US cereal market in just its first month on the shelves.
Credits
Advertising Agency: Leo Burnett, Chicago, USA / Biggs-Gilmore, Ketchum, USA
Creative Directors: Reed Collins, Derek Sherman, Bob Winter
Art Directors: Ryan Dillon, Stephanie Simpson
Designer: Dan Forbes
Copywriters: Dave Derrick, David Schermer
Creative Collaborator: Matt Walsh
Production Company: Native
Agency Producer: Ellie Simcoe
Creative Directors: Reed Collins, Derek Sherman, Bob Winter
Art Directors: Ryan Dillon, Stephanie Simpson
Designer: Dan Forbes
Copywriters: Dave Derrick, David Schermer
Creative Collaborator: Matt Walsh
Production Company: Native
Agency Producer: Ellie Simcoe
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