After a five-year break in commercial marketing activity, Kellogg’s has kicked off the New Year with a £10m ($12.1 million) investment into its oldest and most-loved brand, Kellogg’s Corn Flakes.

Gareth Maguire, marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is the iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into with this campaign. “We’ve seen a change in what people eat for breakfast but cereal remains the number one choice in the UK. And we know from our research that Kellogg’s Corn Flakes are the nation’s most loved cereal brand. So with this campaign we hope to further strengthen this relationship between consumers and our brands. “After a long break, it’s time for us to start talking about Corn Flakes again and there’s no better way of doing this than through the words of our loyal fans. In 1906 we were proud to create a food which changed the way the world ate breakfast and today, we’re excited to invest in a marketing campaign with fans who are proud to share their love for Corn Flakes.”

The cereal maker has launched a nine-month TV and social media led marketing campaign, featuring real fans sharing their perfect bowls of Kellogg’s Corn Flakes, to ignite the power of the iconic family brand and remind cereal fans just how much the UK loves Kellogg’s Corn Flakes. The campaign has been developed by Kellogg’s in collaboration with partner agencies, Leo Burnett and Digitas LBi.

After exploring consumer insight, Kellogg’s discovered that in the UK, Corn Flakes is seen as the ultimate, ‘much-loved’ breakfast cereal. It emerged that everybody has their own unique way of enjoying Corn Flakes, which had the potential to spark a nationwide debate on the ‘perfect bowl’. 

Real Kellogg’s Corn Flakes fans from across the UK have been recruited to star in the new ads,  sharing their ‘perfect bowl’ while reminding the nation how a simple bowl of Kellogg’s Corn Flakes can be a tasty option for the whole family. 

Whether it’s the golden crunch with ice cold milk, adding fruit and honey, having hot milk or even adding peanut butter, Kellogg’s goal is to get people talking about what makes their perfect bowl. 

The campaign marks a new, more contemporary direction for the brand, as the content is shot in a documentary style format, featuring real families and friends across the UK.  

Gareth Maguire, marketing director Kellogg UK & Ireland, said: “Kellogg’s Corn Flakes is the iconic cereal brand; everyone has their own way to enjoy Corn Flakes and that’s what we’re tapping into with this campaign.”

“We’ve seen a change in what people eat for breakfast but cereal remains the number one choice in the UK. And we know from our research that Kellogg’s Corn Flakes are the nation’s most loved cereal brand. So with this campaign we hope to further strengthen this relationship between consumers and our brands.”

“After a long break, it’s time for us to start talking about Corn Flakes again and there’s no better way of doing this than through the words of our loyal fans. In 1906 we were proud to create a food which changed the way the world ate breakfast and today, we’re excited to invest in a marketing campaign with fans who are proud to share their love for Corn Flakes.”

The ads were launched on TV from Friday 6th January, supported by a digital and social campaign, to encourage a nationwide debate on what makes the ‘perfect bowl’ of Kellogg’s Corn Flakes. Fans can use the hashtag #MyPerfectBowl to join the debate on Facebook, Twitter and Instagram.