To build brand mass awareness, affinity and loyalty of Kellogg's in the youth market / school learners, while taking the high ground and `owning` National Breakfast Week.
We conceptualised, manufactured and leveraged the world`s largest cereal bowl as the campaign vanguard. The campaign included national radio partnership with 5FM and Gareth Cliff`s breakfast show, a five PDI school set of activations with industrial theatre, an impressive media launch and strong PR support.
A phenomenally successful experiential campaign that delivered handsomely on all set objectives! Fantastic media attendance & coverage, including ETV coverage, numerous publication articles and a proud new Guinness World Record!