The OG Breakfast.
After a boom during the pandemic, sales of cereal fell 4.2% between 2023 and 2024 and dropped 3.6% the year before that, according to Nielsen IQ. Health-conscious choices from consumers, as well as competition from other breakfast food categories like yogurt and pastries, have contributed to the downtown in cereal sales.
To reclaim its position as the original breakfast brand, Kellogg’s has revived its iconic mascot, Cornelius the Cockerel, in a new “See You in the Morning” campaign.
The £12 million campaign includes a bold OOH (out-of-home) presence across Europe, highlighting the phrase “The OG” (original) and focusing on the “og” letters in the Kellogg’s logo.
The campaign draws heavily on brand heritage and nostalgia as its psychological drivers.
By featuring the beloved Cornelius mascot in a modern and engaging way, Kellogg’s taps into positive associations from past memories. Nostalgia marketing plays a crucial role in fostering an emotional connection with consumers by reminding them of comforting and familiar experiences.
The use of “The OG” reinforces Kellogg’s authenticity and leadership in the breakfast space, signalling to consumers that they are choosing a trusted, timeless brand with a proud history.
Photo by Calum Lewis on Unsplash
