THE ORIGINAL AND BEST by Leo Burnett Chicago for Corn Flakes

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THE ORIGINAL AND BEST

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Associate Creative Director Dave Derrick
Creative Director Derek Sherman, Mylene Pollock
Art Director Stephanie Simpson
Copywriter David Schermer
Designer Jason Mckean
Account Supervisor Jason Kim, Rachel Winer
Typographer Jessica Hische
Released August 2010

Credits & Description

Category: Advertising Typography
Advertiser: KELLOGG'S
Product/Service: CORN FLAKES
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Aug 11 2010
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Mylene Pollock (Leo Burnett Chicago)
Creative Director: Derek Sherman (Leo Burnett Chicago)
Associate Creative Director: Dave Derrick (Leo Burnett Chicago)
Copywriter: David Schermer (Leo Burnett Chicago)
Art Director: Stephanie Simpson (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Designer: Jason McKean (Leo Burnett Chicago)
Agency Producer: Kimberly Cyrille (Leo Burnett Chicago)
Print Producer: David Eldred (Mundocom)
Typographer: Jessica Hische
Account Supervisor: Rachel Winer (Leo Burnett Chicago)
Account Supervisor: Jason Kim (Leo Burnett Chicago)
Account Manager: Erin Ensign (Leo Burnett Chicago)
Account Manager: Kaylea Hoelscher (Leo Burnett Chicago)
Account Manager: David Shuck (Leo Burnett Chicago)
Media placement: Newspaper Ads (3) - New York Post, L.A. Times, Chicago Tribune, USA Weekend, Chicago Daily Herald An - 11 August 2010

Describe the brief from the client
Remind our target (seniors, 65+) of an old favourite, Kellogg’s Corn Flakes by touting several of the product’s benefits, such as being fat-free and low in cholesterol.

Describe the challenges and key objectives
Because Kellogg’s Corn Flakes is a premium cereal brand, its price had caused consumers to turn to lower cost alternatives. Thus, sales were declining. So we decided not just to appeal to the target’s logical side by talking about the cereal’s positive attributes, but also to their emotional side. We wanted to remind them how much they loved this brand, not just now but through their entire life.

Describe how you arrived at the final design
We wanted to take our target back to a time when they loved Corn Flakes and remind them Corn Flakes are as good today as they were back then.

So we used imagery from periods throughout their lives and stayed true to the design and typography of those periods, like using hand-drawn typography and mimicking old printing styles. And we used headlines to talk about the products benefits as well as the overall emotional appeal of the brand.

Give some indication of how successful the outcome was in the market
An assignment which began as one print ad turned into a campaign with multiple print, online and TV executions. In the three months in which the campaign ran, sales declines were reversed even with a limited media budget.