Kellogg's hands SEA creative account to Ogilvy Singapore

Cereal brand Kellogg's has handed its Southeast Asia account to Ogilvy Singapore, according to the agency when MARKETING-INTERACTIVE reached out. The partnership marks a significant milestone for both Ogilvy and Kellogg's as they embark on a collaborative journey to redefine breakfast consumption habits across the region, it said. 

Kellogg's has entrusted Ogilvy Singapore to tackle a pressing challenge: reshaping breakfast choices in a region where cereal consumption has plateaued, partly due consumers “skipping and skimping” breakfast. 

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Ogilvy's creativity and strategic vision, as well as its ability to scale ideas through its regional network, were chosen to elevate Kellogg's brand presence and invigorate the breakfast cereal category, it said in a statement. 

The scope of work includes the creation of three films, featuring Granola, Coco Galaxy, and Coco Fills – each laddering up to a single idea to build the Kellogg’s master brand. Additionally, Ogilvy Singapore have crafted key visuals for each product, with adaptations for digital billboards, bus wraps, and in-store merchandising.

In its Kellogg's Granola campaign, the cereal brand shows a man hurriedly getting ready for work when he stopped and asked to sit down for breakfast. The simple act of doing so slows him down and makes him happier even as his day rushes by him in a flurry of activity. 

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The campaigns will run in Singapore and Thailand for Kellogg's Granola and Coco Galaxy, and Indonesia for Kellogg's Coco Fills.

“We were looking for a creative agency and in Ogilvy we found a partner who delivered on quality strategy, and strong client servicing," said Hao Tran, commercial leader, RTEC SEA at Kellogg’s. "Plus, it’s always a delight to work with a team of passionate creatives. Together we came up with a powerful big idea, executed quickly and efficiently, that will support our ambitious brand growth across products, markets and over time. We hope this campaign will be the first of many,” he said. 

Ogilvy Singapore's strategy for Kellogg's embraces a holistic, long-term vision. Recognising the need for a unifying idea that transcends borders and resonates with diverse audiences, Ogilvy harnessed its network and research capabilities to uncover insights into breakfast consumption habits.

The resulting campaign tagline, "Your day is waiting, but first Kellogg's," encourages individuals to press pause before they embark on their daily routines, positioning Kellogg's as the ideal breakfast companion.

"This is the perfect demonstration of Ogilvy's 'borderless creativity' – a powerful single big idea that will evolve and serve the brand over time, based on insights from multiple markets and executed with Ogilvy's strong geographical network," said Jeremy Webb, vice president and head of content at Ogilvy Singapore.

The appointment comes shortly after Kellogg picked a new name for its spinoff companies, in particular, the unit that houses its snacks such as Cheez-It and Pringles and its international cereal brands and plant-based foods. It will now be known as Kellanova. 

Kellanova announced the completion of the separation of its North American cereal business, WK Kellogg Co, in early October this month. 

"With the completion of the separation, Kellanova has entered a new era with a new name and a new ambition," said Steve Cahillane, Kellanova's chairman and CEO in a statement. "We are starting from a position of strength that is rooted in a century-old legacy as we embark on a journey to achieve our vision of becoming the world's best performing snacks-led powerhouse."

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