FMCG / KELLOGG’S

CHANGING GEARS ON A GRAND SCALE

Made with
INSIGHTS & STRATEGY
Brand Development
CRM
Digital Products & Services
ADVERTISING
Social Strategy & Content
Design & Build
The Brief

Kellogg’s Nutri-Grain brand was feeling the squeeze from newer, healthier and more exciting challengers in the market (notably Mondelez’s belVita Breakfast Biscuits).


As a result the company decided to change the recipes for their breakfast bars and pack them with healthier, more wholesome ingredients.


Working in partnership with Kellogg’s lead digital agency, Isobar, we were tasked with creating an eye-catching campaign for the brand’s relaunch.

A logo that says

At the start of the project, research suggested that consumers did not see Kellogg’s Nutri-Grain as a credible breakfast option, and for these two reasons mostly:

- Unhealthy ingredients 
- Too small for breakfast

Our mission was to create a campaign platform that challenged this perception on both fronts.

A bull is standing next to a cake with candles on it.

Next, we gave the ‘Best Bits of BRKFST’ a life of their own

Kellogg’s has a long and proud history of creating animated characters to represent their brand. However this lot were a little different.

They had a peculiar fetish for cramming themselves into tiny Nutri-Grain wrappers! And they would go to any lengths to do so.

Display and outdoor adverts for Kellogg's Nutri-Grain. © The Animo Group Ltd.
Print advert for Kellogg's Nutri-Grain. © The Animo Group Ltd.
London TfL platform billboard advert for Kellogg's Nutri-Grain. © The Animo Group Ltd.

And then we unleashed them on the world…

NEXT PROJECT

A LOAD LIGHTER ON THE USUAL COST

Some of the others we've helped along the way

© 2025 Animo Group Limited. All rights reserved.