KELLOGG'S Cartoon Network Big Pick & Toon Up

This is the second of three Kellogg's promotional programs in my portfolio that were created while I was Group Creative Director on the Kellogg's business.

For each, I created all promotional ideas, led the presentation of them, and directed their creative execution. I managed a staff of 25 designers and writers. 

Kellogg's promotional events were typically tied to properties and included in-pack an

SITUATION

When Kellogg’s was negotiating a media buy with Cartoon Network, we felt it would be a strong property to help the brands stand out in store and requested promotional licensing rights as part of the deal.

As a bonus, in a meeting with the head of marketing, he mentioned the great internal feedback our cereal concept was receiving. Kellogg's Convenience Brands wanted in but couldn’t due to 

CHALLENGE (CEREALS)

Gain display and product take-away of Kellogg’s kid’s cereals in the competitive cereal aisle during a busy back-to-school time period.

SOLUTION

Merge two strong brands to create a synergistic, relevant idea that commands attention and drives participation.

Based on Cartoon Network's Big Pick Weekend where kids vote for the next series from a few pilots, I came up with the idea to 

PROGRAM DETAILS
The Big Idea

Empower kids to pick the next Kellogg's cereal ...based on one of 8 Cartoon Network shows aired during Cartoon Cartoon Fridays.

PROGRAM DETAILS
The Cereals

I came up with 8 cereal ideas based on Cartoon Network’s most popular Cartoon Cartoon shows and worked with Kellogg’s product development group to get them all approved.

The cereal concepts were placed on the back of Kellogg’s kids’ cereals (see PROGRAM DETAILS: The Big Idea). Kids were directed to a website to vote for their pick for the next cereal Kellogg’s would make.

PROGRAM DETAILS

Sweepstakes & Premiums

• FREE in-pack collectible campaign stickers for each cereal concept generated excitement for the vote and drove multiple purchases 
• A sweepstakes added more impact by giving kids the opportunity to sit in the boss’ chair and “run the Cartoon Cartoon show” for a day, programming their favorite episodes