Kellogg’s Masterbrand ‘New Tree Ants’
I was given quite a bland proposition from Kellogg's. They wanted to talk about the 5 nutrients that a bowl of Kellogg's cereal and milk offers.
After a lot of pondering, I came up with the concept of 'new tree ants'. Based on the insight that when a child hears a word they aren't familiar with, they can often misinterpret it. This offered an exciting and endearing way of saying quite a standard message.
By creating these 'tree ant' characters, the idea got bigger and we pitched further media executions to Kellogg’s. We thought it would make for a more intriguing and well-aligned customer journey to take the tree ants in-store, creating a trail to the cereal aisle and encouraging kids to hunt for them in their bowls too.
