Kellogg's £12 Million Marketing Campaign: Reviving Breakfast with Cornelius the Cockerel

Kellogg's is unveiling a £12 million marketing campaign to boost its cereal sales, featuring a revamped version of its beloved mascot, Cornelius the Cockerel. The campaign, titled ‘See you in the morning’, showcases a giant animated Cornelius confidently walking through city streets, set to the iconic Jurassic 5’s track, Jayou.

Throughout the ad, Cornelius interacts with people during their morning routines, with Kellogg’s cereals and snack bars prominently featured. This reimagining of Cornelius, who first graced Corn Flakes boxes in 1958, represents Kellogg’s commitment to innovation and investment in the cereal market.

This campaign follows a significant £75 million investment in Kellogg’s Wrexham cereal factory, marking the company's largest investment in British cereal production in over three decades, which is set to create 130 jobs and boost production to 1.5 million boxes per day.

State-of-the-Art Cereal

Kellogg's UK & Ireland MD, Chris Silcock, highlighted the importance of cereal as a breakfast staple, stating, “We’re committed to supporting cereal to continue to perform and grow.” He also teased exciting innovations for 2025 that will target key seasonal moments to drive growth.

Declining Volumes

Despite these efforts, Kellogg's top 10 bestselling cereal brands are experiencing a decline, with a reported 6.2 million fewer kilos sold. Only Coco Pops and Frosties saw value growth, attributed solely to price increases.

Andy Williams, UK&I revenue & channel director, emphasized that cereal remains the leading breakfast category, purchased by nearly 27 million households in the UK. The ‘See you in the morning’ campaign is just one part of Kellogg’s strategy to reinvigorate the cereal market, with plans to drive growth through new products, partnerships, and enhanced communications.