Kellogg’s Cornelius the Cockerel returns with a bold new look for breakfast

Kellogg’s has launched a bold new campaign to celebrate its 117-year legacy as a breakfast icon, featuring its beloved mascot, Cornelius the Cockerel. The new campaign, “See You in the Morning,” is a collaboration with Leo Burnett and brings Cornelius to life in stunning 3D animation, developed by the award-winning Framestore studio.

Cornelius, who has been Kellogg’s mascot since 1958, is now featured in a vibrant and energetic new look, designed to connect with a new generation. The campaign kicks off in the UK with a 60-second film released on December 16, 2024, and will air on TV starting December 23, 2024. The campaign will roll out across Europe in early 2025, with a focus on TV, digital, social media, and in-store promotions.

The heart of the campaign highlights the unique, personal way each person experiences their morning. It celebrates the individuality of mornings, showing how everyone needs their own time to start the day right, and how Kellogg’s has been part of that morning routine since 1906.

The creative film features Cornelius strutting confidently through city streets, interacting with people going about their morning routines, and culminating in a grand moment where he crows from the roof of a building, signaling the start of the day. The campaign also introduces a new 3D Cornelius across multiple Kellogg’s brands, including Cornflakes, Rice Krispies, and Coco Pops.

The campaign is set to reach 150 million people across Europe, with support from a £12 million investment. It will include social films, billboards, and retail activations to engage customers and encourage them to share their own morning rituals. With this new strategy, Kellogg’s aims to reclaim its position as the leader in the breakfast cereal market while remaining a trusted part of every household’s morning.

Credits

Client: Kellanova

Creative Agency: Leo Burnett UK
Chief Creative Officer: Mark Elwood
Creative Director: Marcus Aitman
Senior Creative: Joe Miller
Design Lead: Miriam Menendez
Motion Design Lead: Carmen Perez Jimenez
Designer: Karolina Alvekrans
Director of Social & Comms Planning: Jen Leung
Planning Partner: Amelia Redding
Senior Planner: Roxy Windisch
Managing Partner: Charlotte Coughlan
Senior Account Director: Tegwen Tucker
Account Manager: Bryan Osango
Account Executive: Sonia Kodasse
Project Director: Laura Wilkin
Producers: Sam Smith & Lou Pegg

Production Company: MJZ
Director: Matthijs van Heijningen Jr
Producer: Donald Taylor
Production Manager: Spike Elwood

Editing: WhiteHouse
Editor: Russel Icke
Edit Assistant: Thomas Sheriff
Sound: Steve Perski @ Harbor

VFX House: Framestore
Executive Creative Director: William Bartlett
2D Supervisor: Jonni Isaacs
CG Supervisor: Joel Savage
Animation Supervisor: Rocky Vanoost
Executive Producer: Alexia Paterson
Line Producer: Robyn Borrageiro
Production Coordinator: Rachel Knight
Production Assistant: Jamie Scott

Flame Artist: Aadel Matoorianpour
Head of Editorial: Humberto Reynaga
VFX Editor: Andrew Fineberg

Grade: Company 3
Colourist: Jean-Clément Soret
Supporting Colourist: Matthieu Toullet
Executive Producer: Ellora Soret

Media Agency: Carat