Western Grocer Serving the industry since 1916
Kellogg’s Frosted Flakes Declares “Game On” with New Digital Advertising Campaign
Taking Aim at Sports Bros from Coast-to-Coast
MISSISSAUGA, ON (September 22, 2016) – For decades, Kellogg’s Frosted Flakes has fueled childhood fun in Canada with the iconic, beloved Tony the Tiger and developed a deep connection with sport by cheering on kids from coast-to-coast at the rink, on the field and in the arena. This Fall, the brand will also look to extend that relationship with a new digital advertising campaign focused on Millennial men and how they enjoy sports now that they’ve grown up — as super fans who never want to miss a moment cheering their favourite teams to success along with their bros.
Kicking off in the midst of baseball’s stretch drive and the start of the World Cup of Hockey, the “GR-R-R-R to GR-R-REAT” campaign is Frosted Flakes’ first program aimed at winning back the hearts and stomachs of young men across Canada who fondly remember eating the cereal as children. Grounded in the insight that Millennial males are a unique audience who typically enjoy sports through a multiple screen experience, this campaign is the brand’s first digital-only advertising initiative and will engage fans on popular social, digital and mobile sports channels through a series of online videos and content.
Campaign creative for the launch spot “Jinx” features Tony the Tiger joining his friends on a familiar, well-worn couch to watch sports, cheer their team to victory and crush Frosted Flakes, the perfect game-time food. When you’re a bro, being passionate about sports is a way of life. And when you’re passionate about sports, things can get pretty intense. Kicking off with a humour-filled, baseball themed online video, the campaign challenges the notion that cereal can only be eaten at the breakfast table by showcasing how the delicious crunch of Kellogg’s Frosted Flakes cereal can sweeten up any situation. Simply by adding Frosted Flakes to the mix, Tony helps his bros go from “GR-R-R-R to GR-R-REAT” at even the most intense sporting moments. Future videos will repeat this dynamic and feature the guys coming together with Tony the Tiger to watch and celebrate their favourite sports while enjoying the cereal.
The first video was released on September 19th just as the busy fall sports season kicked into high gear, with the Jays, NHL, NBA, NFL, MLS and more becoming the focus for sports bros who never want to miss a moment. The campaign will engage this fanatical and loyal audience through forced pre-roll on YouTube and premium sports properties like TSN, Sportsnet and the Sportsnet mobile app. New to this Frosted Flakes campaign is the inclusion of Twitter Amplify pre-roll to align the brand with the best and most popular mobile video sports moments.
An integrated, multi-agency program, Kellogg’s Frosted Flakes’ campaign is being supported by the award- winning teams at VML who are responsible for overall strategy and creative development, Starcom Mediavest Group who are managing media buying and placement and Strategic Objectives who are responsible for public relations.
ABOUT KELLOGG CANADA INC.
Driven to enrich and delight the world through foods and brands that matter, Kellogg Canada is the leading producer of ready-to-eat cereal in Canada. Every day, our beloved brands nourish families so they can flourish and thrive. These include All-Bran*, Kellogg’s Corn Flakes*, Corn Pops*, Eggo*, Froot Loops*, Kellogg’s Frosted Flakes*, Kashi*, Kellogg’s* Two Scoops* Raisin Bran, Mini-Wheats*, Nutri-Grain*, Pop-Tarts*, Pringles*, Rice Krispies*, Special K* and Vector*. Through our Breakfasts for Better Days™ global hunger initiative, we’ve provided more than 1.4 billion servings of cereal and snacks to children and families in need around the world. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. To learn more about Kellogg Canada’s efforts in these areas, please visit www.kelloggs.ca.
* © 2016, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.
― 30 ―
Carrie Rotenberg
Strategic Objectives
416-366-7735 x254
