Break Innovation: My Perfect Bowl, with Kelloggs & Gogglebox
We created a bespoke ad campaign in partnership with Kellogg’s featuring the much-loved cast of Friday night smash hit Gogglebox discuss how they best enjoy their Corn Flakes.
Ten second teaser films launched on Channel 4 on Monday April 3rd, airing across the week and building up to a two minute ad break premiere on Friday 7th April at approx. 9.12pm, during Gogglebox.
Sid Siddiqui insists his Corn Flakes must be enjoyed in the right size bowl; Lee confesses to being a “slurper”; Stephen’s must be pushed down and broken up into the milk; George insists his Corn Flakes remain “the ultimate crispiest crispness” but “the mushier the better” for Umar.
Viewers were encouraged to share what makes their perfect bowl on social media using #myperfectbowl.
The campaign is the result of collaboration between Gogglebox producers Studio Lambert, 4 Sales, Kellogg’s, and media partners Carat UK and The Story Lab as well as Leo Burnett.
Following the on air premiere, the campaign continued across Channel 4 and All 4 in the form of twenty second versions of the ad, each featuring a different family.
Angus Mitchell, Agency Principal, Channel 4 said: “This campaign allows Kellogg’s to tap into the huge popularity of our highly entertaining Goggleboxers to encourage viewers to join their conversation. It’s a great example of how an advertiser can use a Channel 4 programme brand to really engage with the viewer.”
Gareth Maguire, marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is an iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into.
“We have kicked off the year with our biggest ever Corn Flakes advertising campaign, hoping to spark a conversation with consumers about how they love to eat their Kellogg’s Corn Flakes in the morning. We’ve received thousands of consumer posts to Facebook and Twitter, showing how different people value the versatility of this breakfast favourite; hot or cold milk, honey or fruit, crunchy or ‘on the turn’. Everyone has their favourite way to enjoy Corn Flakes. Linking up with Gogglebox is a natural fit for the brand, great characters who love the food, and debate the best way to eat it with their friends and families”.
Jenna Voyce, Director of Client Services at The Story Lab, said: “Kellogg’s Corn Flakes and The Story Lab have partnered with Studio Lambert and Channel 4 to launch a new campaign initiative to find the nation’s ‘Perfect Bowl’. This collaboration showcases the eclectic mix of characters on Gogglebox inspiring the nation with all the ways you can eat your ‘Perfect Bowl’ of Kellogg’s Corn Flakes, with the aim of sparking national debate!”