Kellogg’s Brings Back its Beloved Cockerel Mascot Cornelius in 3D for New Ad Campaign
A New Era for Breakfast Cereal?
Who would have thought that 2024 would see not one but two big brand adverts that revolved around 3D animated poultry causing havoc on the high street? KFC’s ‘Believe in Chicken’ campaign had a dark side to it, with the bird ostensibly being worshipped by zombie dancer, presumably not aware that it was on the menu. In that case, the chicken looked real – it was the people who were weird. Kellogg’s is taking a different approach by bringing its Hulk-coloured cockerel heritage mascot Cornelius flapping into the modern era as a giant 3D kaiju.
The Problem with Breakfast Cereal Sales
Breakfast cereal is in crisis, apparently. Sales of big name products have been declining, not only because of alternative brands but also because of people skipping breakfast completely (blame intimate fasting and GLP-2 products like Mounjaro and Ozempic). Kellogg’s needs to remind people that breakfast is a good thing and that when it comes to that thing, it’s the ‘OG’. And it’s done that by bringing Cornelius off the Corn Flakes box once more and into the real world in vibrant 3D – kind of like the Stay Puft Marshmallow Man in Ghostbusters, but less evil – I think.
The Ad Campaign
The first See You in the Morning ad crafted by the advertising agency Leo Burnett sees old Cornelius strut to Jurassic 5’s Jayou as people go about their morning routines. The tagline tells us to “Start your day, your way.” The animation is the work of the VFX studio Framestore, which worked on Paddington and Harry Potter, so the 3D work is wonderfully polished. And the ad is backed up by a clever choice of soundtrack taking advantage of the "Snap crackle pop pop fizz fizz" line from the Jurassic 5.
A New Look for a Beloved Mascot
Cornelius dates way back to 1957, and this isn’t the first time he’s been animated – check out the above compilation of ads that someone put together on YouTube. The story goes that he came about by a happy accident after the Welsh harpist Nancy Richards pointed out to the Kellog family that the name Kellog was similar to ‘ceiliog’, the Welsh for cockerel. Some even suggest his unusual colour is a homage to the Welsh flag.
Is it Enough to Save Breakfast Cereal?
But is it enough to save breakfast cereal? Compared to KFC’s wildly surreal ad, the appearance of Cornelius feels a little flat. It’s almost like the breakfast eaters in the ad aren’t sure whether they’re supposed to be surprised by the novelty of a giant green rooster marching down the street or to see him as a familiar face that’s part of their morning routine. For now, it feels like it doesn’t really go anywhere, but we’re told there will be more ads in the series.
Conclusion
Kellogg’s new ad campaign is an attempt to remind us that breakfast is a good thing and that it’s the ‘OG’. With a 3D animated mascot and a catchy soundtrack, the ad is likely to grab attention. However, only time will tell if it’s enough to save breakfast cereal from its current decline.
Frequently Asked Questions
Q: What is the name of the advertising agency behind the new Kellogg’s ad campaign?
A: The advertising agency behind the new Kellogg’s ad campaign is Leo Burnett.
Q: How much did Kellogg’s spend on the ad campaign?
A: Kellogg’s spent £12 million on the ad campaign, covering UK TV, digital, social, and retail promotions.
Q: When was Cornelius, the Kellogg’s cockerel mascot, created?
A: Cornelius was created in 1957.
