Kellogg has been working on a comprehensive brand overhaul during the last several months, and now one of the first significant fruits of its efforts is coming out: A new campaign promoting some of its classic cereals, focused on their simplicity and goodness.
Running under the tagline "Goodness of a Simple Grain," the new campaign extols Corn Flakes, Rice Krispies and Raisin Bran in a farm-to-table positioning that is so popular these days (see: McDonald's farmer spots and Chipotle's Willie Nelson video) and combines it with simplicity messaging, emphasizing that there are only four ingredients, for instance, in Corn Flakes. One spot says Kellogg takes these products "from the seed to the spoon."
"We have a number of brands like this that we've been making for a hundred years," Doug VanDeVelde, Kellogg's SVP of morning foods, marketing and innovation, told Adweek. "But consumers weren't really aware of that, and we need to, in a very simple way, remind them."
The campaign, which extends on its "Let's Make Today Great" breakfast-centric campaign back in May and Team USA sponsorship during the Summer Olympics, kicked off on Hispanic TV last week and is expanding to the general market.
In going back to its "roots," the campaign makes sense for Kellogg. Over the last several years, the brand has tried to broaden by, for instance, emphasizing the weight-management attributes of its Special K cereal and an ever-increasing variety of Special K line extensions, including its latest innovation: Popcorn Chips.
Lately, Kellogg also has chased new trends including gluten-free offerings. And it's always, of course, pitching parents on the nutritional value of fiber and grains, and recently launched a global Kellogg's Nutrition website to aid those efforts. On its website and on Facebook, its messaging reads: "Love Your Cereal."
However, Kellogg also has been battling higher costs for corn and other commodities and sluggish sales. And it's taken some heat over the GMOs (genetically modified organisms) in its all-natural Kashi cereal brand, which Kellogg bought several years ago.
"Project Signature" was the internal branding effort headed by CMO Mark Baynes and has included an updated logo, identifying the Kellogg brand's core purpose, incorporating the Kellogg "masterbrand" into all Kellogg campaigns and coming up with a new tagline, "Let's Make Today Great."
Kellogg also is trying to be more opportunistic with its marketing, signing Summer Olympics women's gymnastics champion Gabby Douglas of the U.S. to adorn the front of the Corn Flakes package, along with her Fierce Five colleagues — a la the better-known athlete-as-cover-art gambit over the decades by rival Wheaties of General Mills.
The company is extending its Team USA campaign by sponsoring a coast-to-coast Tour of Gymnastics Champions that has been barnstorming 40 cities across the United States, part of its Team Kellogg's campaign.