The OG of the morning: How Kellogg’s is giving us a masterclass in branding

Kellogg’s has just launched a masterclass in branding with the latest phase of its £12m ‘See You in the Morning’ campaign.

Why is it so good?

It’s bold. It’s confident. It’s a celebration.

You’ll still notice their iconic brand codes: the unmistakable red, the classic font, and of course, Cornelius, the legendary rooster.

Staying relevant

Not only is it bold and confident, they’ve reinterpreted it for a younger audience.

Tapping into street slang “OG” — a term that’s all about being the original, the one that started it all.

Why is this so smart?

Because Kellogg Company’s IS the “OG” of breakfast cereals.

For many of us, it’s nostalgia. Childhood mornings at the breakfast table with Kellogg’s on the table is common and universal.

They’re bridging the gap between generations by adding a cultural twist, but still leaning into their heritage.

Simple, clever, and brave, proving that you don’t need to chase trends or reinvent who you are to stay relevant.

The OOH (Out of Home) launch is part of a 360° full-funnel campaign for Kellogg’s Masterbrand, supported by a £12m investment in the UK across multiple channels, including TV, digital, social, retail and instore.

What do you think of it? Leave a comment below and share your opinions!

Leo Burnett / Carat / Kellogg Company

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