Crunchy Nut Promo IT'S MORNING SOMEWHERE by Leo Burnett Chicago

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Industry Breakfast Cereals & Flakes
Media Promo & PR
Market United States
Agency Leo Burnett Chicago
Associate Creative Director Dave Derrick
Creative Director Reed Collins, Bob Winter
Art Director Stephanie Simpson, Ryan Dillon
Copywriter David Schermer
Designer Dan Forbes
Producer Sean Blair
Account Supervisor Jason Kim, Rachel Winer
Released January 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: KELLOGG'S
Product/Service: CEREAL
Date of First Appearance: Jan 26 2011
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Reed Collins (Leo Burnett Chicago)
Creative Director/Copywriter: Derek Sherman (Leo Burnett Chicago)
Creative Director: Bob Winter (Leo Burnett Chicago)
Associate Creative Director: Dave Derrick (Leo Burnett Chicago)
Copywriter: David Schermer (Leo Burnett Chicago)
Art Director: Ryan Dillon (Leo Burnett Chicago)
Art Director: Stephanie Simpson (Leo Burnett Chicago)
Designer: Dan Forbes (Leo Burnett Chicago)
Creative Collaborator: Matt Walsh (Leo Burnett Chicago)
Agency Producer: Ellie Simcoe (Leo Burnett Chicago)
Production Company: (Native)
Producer: Sean Blair (Native)
Digital Agency: (Biggs-Gilmore)
Public Relations Agency: (Ketchum)
Account Supervisor: Rachel Winer (Leo Burnett Chicago)
Account Supervisor: Jason Kim (Leo Burnett Chicago)
Account Manager: Erin Ensign (Leo Burnett Chicago)
Account Manager: Jonathan Linton (Leo Burnett Chicago)
Account Manager: David Shuck (Leo Burnett Chicago)
Media placement: Promotional Event - Hollywood & Highland, Los Angeles, CA - Next To The Kodak Theater - 29 January 2011
Media placement: Mobile Advertising - QR Code On Ceral Box - 26 January 2011
Media placement: TV Spot - CBS, NBC, ABC And More - 7 February 2011

Describe the objective of the promotion.
The objective was to launch Kellogg’s first new cereal in a decade, Crunchy Nut, into one of the most crowded and lowest-interest aisles in the supermarket. To break through, we needed an integrated idea that would stand apart from the standard health claims of adult-targeted cereals. We decided to reframe Crunchy Nut from a breakfast food to an anytime food, by focusing on Crunchy Nut’s delicious taste. We targeted ‘taste enthusiasts,’ who don’t wait to eat, with the campaign ‘It's Morning Somewhere.’ We broke the campaign with an ambient event designed to engage consumers all day long.

Describe how the promotion developed from concept to implementation.
It’s Morning Somewhere allowed us to grab new territory in the category: mornings around the globe. We launched by building the World’s Largest Cuckoo Clock on Hollywood Boulevard. For 24 hours, one comedian emerged hourly, dressed from a place where it was actually morning, announcing ‘It’s 3pm here, but it’s morning in China!’ Sampling booths let consumers take photos of themselves in a foreign morning.
We created packaging with Quick Response Codes, and digital ads, that take you to videos of places where it is actually morning when you look. A television spot told the story of a man’s taste-driven quest to reach morning.

Explain why the method of promotion was most relevant to the product or service.
It’s Morning Somewhere was a completely different way for a cereal brand to behave. Adult-targeted cereals typically carry health messages. Taste Enthusiasts have no cereal for them. By pivoting off of the common alcohol phrase ‘It’s 5 o’clock somewhere,’ we signaled a fun, enjoyable brand, that is extremely relevant to our target of taste enthusiasts looking for enjoyment, not diet aids. The campaign matched their needs perfectly.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Clients embraced It's Morning Somewhere as an internal rallying cry. The tagline broke records in consumer testing. The Cuckoo Clock event trended on Twitter and earned over 176 million earned media impressions. Over 154,000 people live-streamed the event. Facebook friends increased 2,500% during the weekend of the Cuckoo Clock. The cereal box QR codes created a stir in supermarket aisles. All of this led Crunchy Nut to capture .9% of the US cereal market in only its first month.